Branson Sports Complex Study

Transcription

SUBMITTED TO
The City of Branson
SUBMITTED BY
C.H. Johnson Consulting, Incorporated
&
Crawford Architects
July 15, 2013
TABLE OF CONTENTS
SECTION I
TRANSMITTAL LETTER
SECTION II
INTRODUCTION & EXECUTIVE SUMMARY…...............……………….………………….1
SECTION III
ECONOMIC & DEMOGRAPHIC OVERVIEW.....………………………..….………….........6
SECTION IV
PARTICIPATORY SPORTS TRENDS…..………….…………….…….................................18
SECTION V
NATIONAL CASE STUDIES……………………….....…………….…..………………............29
SECTION VI
SITE ANALYSIS………………………………….…………………………………………........49
SECTION VII
RECOMMENDED FACILITIES AND PROGRAMMING………………….…………………..62
SECTION VIII
DEMAND AND FINANCIAL OPERATING PROJECTIONS………………………….………68
SECTION IX
ECONOMIC AND FISCAL IMPACT ANALYSIS……………...……………………….………..84
APPENDIX I
6 East Monroe Street | Fifth Floor | Chicago, Illinois 60603
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www.chjc.com | [email protected]
SECTION I
TRANSMITTAL LETTER
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July 15, 2013
Ms. Cindy Shook
Director, Branson Parks & Recreation Dept.
City of Branson
1500 Branson Hills Parkway
Branson, MO 65616
Re: Sports Marketing Feasibility Study
Dear Ms. Shook:
Johnson Consulting, in partnership with Crawford Architects, is pleased to submit this draft report to the
City of Branson to provide market feasibility analysis, site analysis and planning and cost estimating
consulting services related to the potential development of sports facilities in the City of Branson. Pursuant to
Johnson Consulting’s agreement with the City of Branson, this report includes economic and demographic
overview, benchmark comparisons of peer facilities, an analysis of the market reach of current facilities, and
program recommendations.
Johnson Consulting has no responsibility to update this report for events and circumstances occurring after
the date of this report. The findings presented herein reflect analyses of primary and secondary sources of
information. Johnson Consulting used sources deemed to be reliable, but cannot guarantee their accuracy.
Moreover, some of the estimates and analyses presented in this study are based on trends and assumptions,
which can result in differences between the projected results and the actual results. Because events and
circumstances frequently do not occur as expected, those differences may be material. This report is intended
for the clients’ internal use and cannot be used for project underwriting purposes without Johnson
Consulting’s written consent.
We have enjoyed serving you on this engagement and look forward to providing you with continuing service.
Sincerely,
C.H. JOHNSON CONSULTING, INC.
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www.chjc.com
| [email protected]
SECTION II
INTRODUCTION & EXECUTIVE SUMMARY
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Section 2 Introduction | DRAFT July 2013
Branson Sports Complex Study – Branson, MO
PAGE 1
INTRODUCTION
The need for this study arose from the decline of the once thriving theater market in Branson. City officials
set out to identify Branson’s assets and how to leverage them into redeveloping the City and diversifying the
visitor profile. After realizing the Branson RecPlex was one of its greatest assets, City officials set out to
utilize the existing hospitality and entertainment resources to grow sports tourism in Branson. The following
report provides a market and financial analysis for the proposed mixed-use development at the Branson
Sports Complex. The City of Branson, and design and finance team members will use this report to evaluate
the merits of the project and its overall appropriateness for the community.
OBJECTIVES OF THE STUDY
Johnson Consulting has undertaken a program of services designed to accomplish the following major
objectives:

To provide an evaluation of potential demand and market support for a mixed-use sports and
entertainment development, including regional support, national events, and long-term tenants

To independently estimate achievable demand potential from all potential sources for the
recommended program elements
In addition to this introduction and methodology review, the report contains the following sections:

Section 3 -

Section 4 -

Section 5 -

Section 6 - Provides

Section 7 -
Presents an economic and demographic overview of Branson and the regional market.
The information in this section is an essential component in understanding the economic and market
framework that will support a new development.
Presents an overview of the characteristics and trends in the participatory sports market.
It also presents the results from the sports organizations web based survey.
Presents an analysis of comparable markets and a case study analysis of comparable sports
and entertainment facilities located in these markets that offer emerging or successful programming
that could serve as models for development for the City.
an analysis of potential sites for the proposed sports complex, as well as detailed
designs of the recommended sites and programming.
This presents the specific recommended program elements within the proposed sports
complex. Additionally, this section provides the various types of operational models for sports
complexes across the United States, as well as the recommended approach for Branson.
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PAGE 2

Section 8 -

Section 9 –
This section presents preliminary demand estimates of use for each element of the
complex and offers a descriptive discussion of the types of events that make up demand potential.
The estimated revenues and expenses that are projected to occur are also described in detail.
This section provides estimates of the potential economic impact the sports complex
could have on the City of Branson and the greater region.
THE PROPOSED MIXED-USE DEVELOPMENT
Johnson Consulting has identified the need for following key elements which will both complement existing
sports facilities and fill the gaps in the market.

4-6 basketball courts, which convert to 10-12 volleyball courts

Concessions – offering two points of sale, with one positioned at an elevated viewing area of the
courts below

Locker rooms

1-2 indoor turf fields for indoor soccer and lacrosse

Batting cages

Golf simulator area

Recreational playground on-site with interactive features such as splash pads, rock wall, zip lines, etc.
A second project would consist of expanding existing facilities at the Branson RecPlex to include
additional baseball diamonds.
APPROACH / METHODOLOGY
In order to accomplish these objectives, the program of analysis conducted by Johnson Consulting has
undertaken the following research tasks:

Interviewed stakeholders to gather information, obtain work performed to date, and understand the
expectations and objectives of this development

Examined regional economic and demographic data and projected regional economic trends relevant
to supporting the proposed development.

Interviewed local industry participants and those familiar with the local market to identify unmet
needs and specific market opportunities
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PAGE 3

Conducted an assessment programming and utilization of peer sports and entertainment facilities

Conducted interviews with potential tenants of the complex to understand long-term needs, facility
requirements, and support amenities

Prepared an inventory of the current and proposed array of sports, entertainment and tourismrelated facilities, and identified specific “gaps” which the proposed development can effectively fill
ABOUT THE CONSULTING TEAM
C.H. Johnson Consulting (Johnson Consulting) is a nationally recognized authority on sports venues,
stadiums, arenas, and mixed-use development projects. The firm works nationally and internationally for
cities, counties, universities and private sector developers. Crawford Architects has a record of
accomplishment in the planning, design, and operation/management of recreation/training facilities, and
sports facilities, including both indoor and outdoor facilities. Crawford is noted for their design and planning
work for the Branson Landings development. We have or are working on very similar projects with the same
set of services in Champaign, IL, Lee’s Summit, MO, Lake of the Ozarks, MO and Northwest Arkansas on
sports facility and mixed-use development projects.
Nationally, the firm has worked on several sports and mixed-use complexes including Rockford, IL, Howell,
MI and Warren County, OH. In addition, the firm is noted for its success on youth sports, recreation and
sports facility developments. Our strength is the ability to be creative and effectively help structure clear
business plans for complex projects. We are able to integrate information from multiple parties into a single
tool for use by private developers and governmental agencies to help execute complex real estate projects.
TERMS OF ASSIGNMENT
This report is based on estimates, assumptions, actual operating data and other information obtained from
our research, our prior experience with similar assignments, and information received from the City of
Branson, Crawford Architects and other sources. The sources of information and basis of estimates and
assumptions are stated herein. Projections of facility demand, attendance presented within this report are
based Johnson Consulting’s assessment of various data, market characteristics, discussions with project
stakeholders, and documented assumptions. We cannot represent our projections as results that will actually
be achieved.
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PAGE 4
EXECUTIVE SUMMARY
The City of Branson is situated in Southwest Missouri. The Springfield-Branson Metropolitan Statistical Area
(MSA) is composed of 2 counties — Taney and Stone Counties. Its mild yearlong climate makes it a suitable
year-round destination for sporting events, tournaments and conventions.
Branson’s solid population growth and diverse economy combined with an established service industry that
supports tourism are a few of the key characteristics and requirements to support a multi-use sports facility.
After a recent decline in theater tourism, city officials began looking to diversify Branson’s tourism appeal.
Given Branson’s success in many indoor and outdoor sports efforts, it is reasonable to conclude sports
tourism could be enhanced with the proper facilities and is a viable opportunity for the market.
Sports tourists looking for entertainment outside of their respective sports events will find a variety of
attractions in Branson to compliment a new sports complex, including Silver Dollar City, White Water and
Branson’s theatres, in addition to a variety of other attractions and entertainment options. Given the number
of cities entering the sports tourism industry, there should be more than just impressive facilities to attract
travel teams to a destination. Entertainment options can also be leveraged to enhance a city’s appeal when
competing for regional and national tournaments.
While there is a certain amount of local demand for sports facilities, the existing Branson RecPlex is adequate
to accommodate that demand. The RecPlex opened in 2005 at a total cost of $12.9 million and is operated by
the Branson Parks and Recreation Department. Since the facility opened, there has been steady growth in the
number of events and number of participants each year. Since it opened the RecPlex has hosted over 100
state and regional events for swimming, baseball, basketball, martial arts and tennis. In 2012, the Branson
Parks and Recreation Department hosted 36 events, featuring over 133,000 participants on over 1,000 teams
for a total economic impact of $9,350,320. The facility has suffered from recent programming requirements
to host large basketball and volleyball events, however many of those same sanctioning bodies and
organizations have committed a return to the Branson marketplace should an upgrade in facility size and
amenities were addressed to meet the current day requirements
In order to justify the proposed sports complex, the City would have to attract travel sports teams from
across the region as well as nationally. Since Branson has already established itself as a top travel
destination—noted for shopping, entertainment, outdoor sports and hospitality—we believe strongly the
well-established service and hospitality industries could elevate Branson among the top sports tourism
destinations in the country.
Our data, combined with data from the Branson CVB identifying the sporting events currently attracting
tourists to Branson, suggests that there would be sufficient demand for basketball courts, volleyball courts,
indoor soccer fields and additional baseball/softball diamonds. In order to be as flexible as possible, the hard
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PAGE 5
surface courts could also host events such as cheer, dance, wrestling or martial arts; while the turf fields could
also be used for a variety of field sports, including soccer, lacrosse and football.
Although every sports complex is different in many ways, there are a number of facilities throughout the
country that have characteristics similar to the facility anticipated in Branson. There are many different
operating business models for these facilities as well. Several of these facilities are located in a demographic
region similar to that of Branson and each has successfully penetrated the regional and national sports
tournament market. The facilities are also similar in their offerings: multiple flexible-use courts, locker and
meeting rooms, front lobby with concessions and retail and training rooms. However, their approaches to
generating local demand for the facility during the week are different, and include monthly family
memberships, daily pay-as-you-go fees, daily court rentals, in-house promoted leagues, camps and clinics, and
tenant-promoted events. Each of these business models has merits and should be considered for the sports
complex contemplated in Branson. One of the strengths of the Branson market is its ability to offer a worldclass tourism destination to families and young athletes, both regionally and nationally. As with several
national comparable facilities, a regional/national sports tourism draw, along with key revenue sources, will
be required to sustain a facility in Branson.
There were four sites that were considered for a potential sports complex in Branson. The opinion of
Johnson Consulting and Crawford Architects is that the Red Roof Site is clearly the superior site since it rated
first in every category we analyzed and should provide the greatest opportunity for the City of Branson to
construct a successful and attractive sports complex. We also would recommend a second project to expand
the existing facilities at the Branson RecPlex, which measured well compared to the Red Roof Site. By
constructing new facilities at both sites, the City can establish multiple locations to accommodate various
sporting events and tournaments and allowing for multiple events to occur concurrently.
Finally, to estimate potential demand for a new sports complex, Johnson Consulting developed
recommendations regarding the facility’s physical program, such as number of playing fields, courts, and
other amenities. Demand projections were then prepared for the first ten years of operations after
determining the program and operational model for the sports complex. The projections reflect an
assessment of the market potential, industry considerations, and the characteristics of the Branson market
area, including its appeal as a destination for general tourism. It is important to note, that such projections
may vary greatly between each of the operational models as Johnson Consulting is of the opinion that more
than one operational model may work in the City of Branson contingent upon policy decisions made by the
City.
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SECTION III
ECONOMIC & DEMOGRAPHIC OVERVIEW
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Section 3 Economic and Demographic Analysis | DRAFT July 2013
Branson Sports Complex Study - Branson, MO
PAGE 6
ECONOMIC AND DEMOGRAPHIC INDICATORS OF THE BRANSON
MARKET
Demographic indicators such as population and income are not strict predictors of market support for multiuse sports facilities, but they do provide valuable insight into the overall capacity of a market to support such
facilities and events. In addition, other economic indicators such as a region’s employment and business
market can affect the performance of facilities developed for a particular market. This section provides an
overview of the Branson region’s economic and demographic characteristics, and will provide a foundation
for other analyses that appear later in this report.
THE MARKET AREA
The City of Branson is located in Taney County, situated in Southwest Missouri; Branson is surrounded by
mountains and lakes. Its mild yearlong climate makes it a year-round destination for events such as sports and
conventions.
The Springfield-Branson Metropolitan Statistical Area (MSA) is composed of 2 counties — Taney and Stone
Counties. An MSA is the federal government’s designation of a market’s boundaries for numerous geographic
and comparison purposes; however, in many cases, an actual market, for example, of potential event
attendees, will be larger or smaller than an official MSA, and these variations are discussed in more detail later
in this report.
Figure 3-1 shows the location of Branson in relation to other cities in Missouri and surrounding states.
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Figure 3-1
THE RESIDENT POPULATION
In general, a strong local population base is important to the demand for a sports facility, because a majority
of attendees for recurring events such as local sporting events will live within a relatively short distance of the
facility. However, special events such as regional tournaments and competition generally have a greater
geographic draw, depending on the availability of these events in nearby markets. Located within a day’s drive
of 30 percent of the nation’s population, Branson is centrally positioned and is seen as an entertainment focal
point for the region.
Table 3-1 lists the population of the City of Branson, compared to Taney County, Springfield-Branson MSA,
Missouri, and U.S.
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Table 3-1
Historic & Current Population (2000-2012)
2000
2012
Annual Growth Rate
2000-2012
281,302,576
313,859,562
0.9%
5,595,205
6,028,312
0.6%
Springfield-Branson MSA
68,358
86,021
1.9%
Taney County
39,700
53,655
2.5%
City of Branson
7,742
10,700
2.7%
Area
U.S.
Missouri
Source: Demographics Now, Johnson Consulting
As shown in the table, the population of the City of Branson in 2012 is 10,700. Branson has exhibited a
strong annual growth rate at 2.7 percent since its population level of 7,742 in year 2000. This is greater than
the annual growth rates recorded between 2000 and 2012 for Taney County and Springfield-Branson MSA
and significantly greater than both Missouri and the U.S.
COMPOSITION OF THE MARKET’S AGE
The success of a multi-sports complex lies in its ability to develop programming that appeal to a broad crosssection of the marketplace. A market’s age composition can be a decisive factor in determining potential
event demand, as certain types of events appeal to specific age groups. Sports are unique as they can target a
wide range of attendees, from youth to mature adults.
Table 3-2 summarizes the age distribution of the market, county, state, and country as a whole.
Table 3-2
Age Distribution as Percent of Population (2012)
City of
Branson
Taney County
SpringfieldBranson MSA
Missouri
U.S.
19 and Under
21.5%
24.9%
23.1%
26.3%
26.5%
20 to 44
32.0%
29.9%
26.9%
32.3%
33.5%
45 to 64
26.9%
27.0%
29.0%
27.1%
26.6%
65 and Over
19.7%
18.2%
21.0%
14.3%
13.4%
Median Age
42.0
41.0
45.0
45.0
37.0
Age Group (Years)
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PAGE 9
As the table shows, the City and region’s age distribution is quite aligned with the state and nation. The
median age in Branson is (42.0 years) is slightly older than the County (41.0 years) and U.S. (37.0 years)
medians, but younger than the median age for the MSA and State (both at 45.0 years).
INCOME AND EMPLOYMENT
The strength of a market’s income level and employment opportunities can also be an indicator of its
potential ability to support a development such as mixed-use sports complex. In general, higher income levels
lead to greater amounts of disposable income, which can be spent on non-essential items such as recreation
and entertainment. Less wealthy markets will have less disposable income available to spend on sports
equipment and league fees, for example, and could therefore provide a lower level of utilization at the
proposed sports complex. Additionally, a healthy and diversified economy provides not only employment and
disposable income for a market’s residents, but it also helps to insulate a region from economic downturns
that could impact facility demand. Markets that have historically relied on one sector, such as manufacturing,
have often had difficulty recovering from market shifts to other sectors, which leads to an overall loss of local
income and employment, population, and often per capita income for the City, County, MSA, State and
nation.per capita income for the City, County, MSA, State, and nation.
Table 3-3 lists the per capita income for the City, County, MSA, State, and nation.
Table 3-3
Per Capita Income (2012)
Per Capita Income
% Change of US Per
Capita Income
U.S.
$28,888
118.3%
Missouri
$28,616
117.2%
Springfield-Branson MSA
$21,911
89.8%
Taney County
$21,082
86.4%
City of Branson
$24,410
100.0%
As the table shows, 2012 income levels in Branson were lower than the State and national per capita income
($28,616 and $28,888, respectively). While the City had a lower per capita income compare to larger
geographies, it had a higher per capita income compare to the regional markets of the Springfield-Branson
MSA ($21,911) and Taney County ($21,082). These figures suggest that the City of Branson itself has a
regional demand for sports and entertainment.
Table 3-4 shows the annual unemployment rates for Taney County, relative to Springfield-Branson MSA,
Missouri, and the U.S. for the period of 2005-2012 (note that unemployment data is not available at the city
level for cities with a population of less than 25,000 people).
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Table 3-4
Unemployment Rate (2005-2012)
Taney County
Year
Rate
Change
Springfield-Branson
MSA
Rate
Change
8.4%
Missouri
Rate
U.S.
Change
5.4%
Rate
Change
2005
8.7%
5.1%
2006
6.9%
(1.8)
6.8%
(1.6)
4.8%
(0.6)
4.6%
(0.5)
2007
6.7%
(0.2)
6.6%
(0.2)
5.0%
0.2
4.6%
0.0
2008
7.5%
0.8
7.5%
0.9
5.9%
0.9
5.8%
1.2
2009
12.3%
4.8
12.3%
4.8
9.4%
3.5
9.3%
3.5
2010
12.4%
0.1
12.4%
0.1
9.3%
(0.1)
9.6%
0.3
2011
12.1%
(0.3)
12.0%
(0.4)
8.4%
(0.9)
8.9%
(0.7)
2012
10.6%
(1.5)
10.6%
(1.4)
6.9%
(1.5)
8.1%
(0.8)
Source: Bureau of Labor Statistics, Johnson Consulting
The unemployment rate for Taney County has been about equal to that of the MSA, while the unemployment
rate for Missouri reflects more closely to the national rates. From 2005 through 2012, Taney County’s
unemployment rate ranged from 6.7 to 12.4 percent. Similar to macro trends, Taney County is recording
lower unemployment rates in recent years. In 2012, its unemployment rate decreased by 1.5 percent over the
previous year, a stronger improvement than the nation (0.8 percent), yet on par with the MSA (1.4 percent)
and State (1.5 percent).
LARGEST EMPLOYERS IN BRANSON
A strong corporate and business presence in a market is an important factor in the financial success of
regional and national sporting events, because local businesses can attract residents to an area, provide
disposable income, and support facilities through donations, advertising, and their requirement for event
space.
Table 3-5 lists the largest employers, in terms of number of employees, in Branson as well as their respective
industries.
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Table 3-5
Major Employers - City of Branson (2012)
Company
Industry
Employees
Herschend Family Entertainment
Arts, Entertainment, and Recreation
1,993
Skaggs Community Health Center
Health Care & Social Assistance
1,064
Branson Public Schools
Educational Services
650
Big Cedar Resort
Accommodation & Food Services
550
Wal-Mart
Retail Trade
515
Taney County
Government
297
Wyndham Vacation Resorts
272
College of the Ozarks
266
City of Branson
Government
254
Hilton Hotels / Convention Center
230
Westgate Resorts
228
Hollister School District
218
Chateau on the Lake
204
Sight & Sound Theater
204
Myer Hotels
195
White River Valley Electric CO-OP
Utilities
165
Target Stores
Retail Trade
141
The Tracks Family Fun Parks
120
White House Theater
97
Ozark Mountain Bank
Finance and Insurance
88
Home Depot
Retail Trade
81
Source: City of Branson Economic Development Department, Johnson Consulting
As the table shows, the City of Branson has a diverse economy, with a focus on accommodation and food
services and arts, entertainment, and recreation. This focus is important as Branson is well-known for these
industries and has the features (restaurants, lodging, entertainment, etc.) to complement the needs of visitors
to a multi-purpose sports facility.
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REGIONAL FACILITIES
Figure 3-2 shows the density of sports facilities in the region, with a special focus on facilities within a 100mile radius of Branson. There are approximately 2,015,206 people within the 100-mile radius of Branson with
facilities in Missouri, Kansas, and Arkansas.
Figure 3-2
The highest concentration of facilities located within a 100-mile radius of Branson is in Springfield, Missouri
(Greene County). Other counties within 100 miles of Branson with a high concentration of sports facilities
include Washington County, Arkansas; Polk County, Missouri; Christian County, Missouri; and Boone
County, Arkansas.
Springfield, Missouri would be the greatest competition for Branson because they market themselves as a
national sports tourism destination. As the third largest city in Missouri, Springfield offers large-city
attractions, accessibility and hospitality to attract sports travel teams from across the country.
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BRANSON RECPLEX
One of the existing facilities in Branson is the Branson RecPlex, which opened in 2005 at a total cost of $12.9
million and is operated by the Branson Parks and Recreation Department. The indoor facilities consist of the
44,000 square foot RecPlex which offers a gymnasium that can be divided into two basketball courts or two
volleyball courts, bleacher seating, concessions and locker rooms; a 7,500 square foot Fitness Center; 2,000
square feet of community rooms featuring a kitchen; and a three-lane walking track (1/12 mile).
The outdoor facilities cover 42 acres and offer four baseball/softball fields with bleacher seating for 200
spectators, plus concessions and restrooms at each field; soccer fields to accommodate 4 youth fields or 2
adult fields plus restroom facilities, bleachers and concessions; a 12,250 square foot AquaPlex aquatic park
featuring six lanes for lap swimming, zero depth entry, water slides and a diving well.
The RecPlex has hosted over 100 state and regional events for swimming, baseball, basketball, martial arts
and tennis. Since the facility opened, there has been steady growth in the number of events and number of
participants each year. In 2012, the Branson Parks and Recreation Department hosted 36 events, featuring
over 133,000 participants on over 1,000 teams for a total economic impact of $9,350,320.
UNIVERSITY PRESENCE
The presence of colleges, universities, and educational institutions can serve as a significant source of event
demand for a public assembly facility, such as the proposed multi-use sports facilities. The number of college
students in the area is important because it represents a target audience for education-related events, such as
assemblies, graduations, and intermural and club sports. Colleges and universities are not only a large source
of event demand (for tournaments, camps and exhibition games), but are also among the most active within
the athletic community and as a result would be likely spectators and participants at sporting events.
Universities and colleges located across region include:
COLLEGE OF THE OZARKS
College of the Ozarks (C of O) is a private, Christian liberal arts college located in Point Lookout, roughly
four miles from downtown Branson. C of O employs the mission of providing a quality, Christian education,
without incurring financial debt. Students participate in the Work Education Program in order to meet the
entire cost of their tuition. Moreover, the College does not have any institutional debt nor participates in any
student loan programs. The total enrollment is 1,374 students.
WILLIAM WOODS UNIVERSITY
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William Woods University is a private university opened to undergraduate and graduate students, with a
professions-oriented focus. Its enrollment includes 1,100 undergraduate students and 1,312 graduate students.
While the University’s main campus is located in Fulton, Missouri (central Missouri), it opened a site in
Branson for evening courses. Since 2011, the Branson branch of William Woods University has been offering
degree programs, including Bachelor of Science in management (BSM), Master of Business Administration
(MBA), Master of Education (M.Ed.) and Educational Specialist (Ed.S.).
MISSOURI STATE UNIVERSITY
Missouri State University is a public university whose main campus is located in Springfield, Missouri,
approximately a 45-minute drive from Branson. With an enrollment total of over 17,000 students, Missouri
State University is the second largest college in the state.
ACCESSIBILITY
Branson is quite centrally located, accessible to one-third of Americans via a one day’s drive. While a majority
of visitors (84 percent) travel to Branson by car, there are also a variety of transportation options:

Airports: Three
airports service the Branson area:
–
Branson Airport (BKG) opened in May 2009. Located in Hollister, MO, BKG is ten miles from
downtown Branson. BRO is a privately-owned, public-use airport. Southwest Airlines and
Frontier Airlines provide daily service to Branson. Branson AirExpress, a private charter, also
offers seasonal nonstop service to selected markets.
–
Springfield-Branson National Airport (SGF), which is located 50 miles north of Branson, offers
services operated by American Airlines, Allegiant Air, Delta Airlines, and United Airlines. SGF is
a public-use airport, operated by the City of Springfield, MO.
–
Northwest Arkansas Regional Airport (XNA) is located in Bentonville, AR, approximately 100
miles (a two-hour drive) from Branson. XNA is a publicly-owned, public-use airport, with
service operated by Allegiant Air, American Airlines, Delta Airlines, U.S. Airways, and United
Airlines.
Branson is accessible via U.S. Route 65 which connects to Little Rock, AR to the south and
Springfield, MO to the north. State Route 76 connects visitors into the downtown Branson.

Road:

Buses:
Historic Downtown Branson operates a trolley daily between 10:00 AM and 6:00 PM from
March through December. The trolley is free and stops at various locations around Branson Landing,
City Hall, and the Convention Center.
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PAGE 15
TOURISM
With an estimated 7.3 million visitors to Branson in 2012, tourism is a leading industry for the City,
generating $2.9 billion in spending for the Springfield-Branson MSA. Branson offers a range of activities and
attractions. The table below lists the most popular visitor activities by category.
Table 3-6
Popular Visitor Activities - City of Branson (2012)
Activities
Percent
Shows
79%
Shopping
74%
Theme Parks
29%
Museums
24%
Lake/Outdoor Activities
15%
Golf
5%
Fishing
4%
Source: Branson/Lakes Area Convention and Visitors Bureau, Johnson Consulting
Known as the entertainment capital of Missouri, the most popular activity for visitors is the City’s theatres.
With over 40 theatres hosting more than 100 performances a day, 79 percent of visitors to Branson attend a
show. Visitors also take advantage of Branson’s shopping venues. Home to Tanger Outlets and Branson
Landing (a shopping center located along the lakefront with over 100 retail stores), the City’s 200 stores is the
second leading activity for visitors. Theme parks, such as Silver Dollar City and White Water, and museums
complement the area with family-friendly activities. The City also offers an array of outdoor recreational
activities, including fishing, parasailing, jet skiing, and scuba diving, given its proximity to three lakes – Lake
Taneycomo, Table Rock Lake, and Bull Shoals Lake. The area’s 13 golf courses, eight of which are
championship courses, offer another popular activity for visitors.
HOTEL INVENTORY
Branson lodging community has approximately 16,500 rooms at approximately 185 hotel/motel facilities. The
lodging options for visitors range from upscale resorts overlooking Table Rock Lake to establishments along
the Highway 76 corridor. The amenities offered to hotel guests in Branson include full service marinas, spas,
health and fitness clubs, business centers, retail, restaurants, swimming pools and other outdoor activities
such as horseback riding, tennis and golf. In 2012, according to the Missouri Hotel & Lodging Association,
Branson area hotels had an Occupancy Rate of approximately 41.7 percent with an ADR of $84.00,
generating RevPAR of $35.05.
Table 3-7 shows a sample of hotels located along the Highway 76 Corridor.
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PAGE 16
Table 3-7
Hotel Inventory - Highway 76 Corridor (2012)
Hotel
Angel Inn of Branson
Grand Oaks Hotel
Branson Super 8
Stone Castle Hotel & Conference Center
La Quinta Inn - Branson on the Strip
Baymont Inn & Suites - Branson on the Strip
Dogwood Inn
Ramada Resort
Red Roof Inn
Hilton Branson Convention Center
Holiday Inn Express
Hotel Grand Victorian
Great Western Prince Charles Inn
Grand Plaza Hotel
Clarion Hotel at the Palace
Quality Inn
Howard Johnson Branson
Best Western Center Pointe Inn
Lodge of the Ozarks
Radison Hotel Branson
Rooms
113
112
73
300
98
87
220
273
105
294
141
151
79
200
166
114
345
164
191
473
Source: mpoint, Relevant Hotels, Johnson Consulting
INTERVIEWS
At the beginning of our study, Johnson Consulting met with several of the community stakeholders to learn
more about their visions for the project and the current state of the marketplace. During our visit we met
with City officials, park district staff, Branson CVB, hoteliers, attraction owners, economic development, local
high school and college representatives as well as representatives from Tanger Outlet Mall and Branson
Landing. Following bullets highlight some of the more key findings:




The City of Branson is truly a regional hub to the greater area, with some of the stores at both the
Tanger Mall and Branson Landing being some of the top performers nationally in terms of sales.
The City has a good hotel inventory with times of the year needing more help than others in
particularly the winter months.
The College of the Ozarks hosts the annual NAIA Men’s National Basketball Tournament, which
has grown bigger and bigger each year, with the support and partnership of the local community.
The City of Springfield has been the regional hub for soccer, with its larger Cooper Park and Sports
Complex and is additionally home of Bass Pro Shops.
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PAGE 17
FINDINGS
Branson has many of the key characteristics and requirements to support a multi-use sports facility—namely,
solid population growth, an established service industry that supports Branson tourism and a diverse
economy. Most importantly, it is a tourism hub looking to diversify from its historical theater draw. The
market has had success in many indoor and outdoor sports efforts, and there is no reason this could not be
enhanced with the proper facilities.
The existence of a number of tourist attractions in Branson will act as compliments to a new facility. Silver
Dollar City, White Water and Branson’s theatres are just a few examples of entertainment options for
attendees and families outside of their sporting event. This infrastructure of entertainment is critical for luring
travel teams to a destination. With more cities entering the sports tourism industry, there has to be something
that separates the facilities and Branson has plenty of entertainment alternatives to offer.
With the existing tourism infrastructure in place, a new multi-use sports facility could have an immediate
impact on City of Branson. In particular, sports tourism could help lower the high unemployment rate that
has existed in the County for the past several years, much of which could be contributed to a decline in the
need for service industry workers during the economic downturn.
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SECTION IV
PARTICIPATORY SPORTS TRENDS
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Section 4 Participatory Sports Trends | DRAFT July 2013
PAGE 18
PARTICIPATORY SPORTS TRENDS
Over the last two decades, sports facilities have and can become destination tourism generators if marketing
strategies are targeted that way. Whereas two decades ago the common tactic was to develop single-purpose
facilities with the intent to serve as a local community resource, today’s facilities are often developed with the
intent of attracting a multipurpose niche of visitors to an area. As a result, they are portrayed based on their
ability to induce economic activity through an increasingly diversified demand. As this has occurred, society
has also become more mobile and time constraints for families much greater, which has translated to the rise
of short duration, purpose-driven trips that coincide with tournament and competition lengths.
For communities, entertainment and sports market has led to changes in development strategies and the
emergence of facilities and attractions that offer either niche focused venues or multipurpose multisport
venues, and fee-for-service amenities that appeal to everyone. In addition to the factors mentioned above, the
following characteristics have also contributed to this evolution:

Heightened expectations that facilities or programs demonstrate some degree of “return.”
Historically, facilities were built by Parks and Recreation and other municipal departments for civic
and social service. For sports facilities that are typically not self-supporting, the rationale for
development is often infused with discussion of the value it creates for the community through
increased visitation, and thus, fiscal return based on increased lodging, restaurants, or retail spending.
In this instance, sports facilities are positioned or portrayed as an economic development vehicle,
rather than a community resource.

Increasing expectation by elected officials that selected public sector functions can be operated as
enterprise accounts (e.g. use fees to minimize operating support). This trend is most notable in sports
facility operations where recent fiscal constraints have led to increased reliance on revenue selfgeneration for programs ranging from leagues to tournaments to skills training sessions.

The changing dynamics of the sectors that use these facilities, as well as the changed expectations of
participants. Tournament and league organizers are looking to maximize the yield for staging events
and, as such, look for the facility that offers the best mix of concessions, rental rates, capacity, and
hotel packages.

A more competitive environment has been fueled by an increased range of facility types. As the
development of private recreation offerings has increased so to have the range of options available to
the users. In the instance of sports, the community recreation center or YMCA were once the only
options, today there may be numerous options. In the instance of zoos for example, the emergence
of private game reserves, themed destinations, and the infusion of “entertainment” into natural
attractions has changed the landscape. As such, each facility works hard to distinguish itself in a
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PAGE 19
region, and often relies on the continual addition (or subtraction) of amenities such as multiple fields
and courts, high-end locker rooms, increased seating or concessions to maintain appeal.

Increased specialization and sophistication in design and makeup of the facilities has also changed.
Facilities are now designed with the specific mission of the building in mind and create an
atmosphere with amenities that drive the specialized business of the facility, such as “Championship
Stadiums” that target national and regional tournament play.
For the Branson region, the challenges inherent in developing a new destination oriented sporting venue,
such as a sports complex, or nature-based destinations are to design specialized facilities that will
accommodate enough demand (e.g. attract visitors and events) to justify development and to ensure that
these facilities are distinct in relation to other regional, or even national offerings. The underlying intent is to
create a total destination package that builds on and supplements current offerings such as the Rocky Top
Sports World and ESPN Wide World of Sports Complex, and introduces a new level of appeal that extends
the economic role and contribution of travel and tourism to Branson.
In analyzing the potential for a multipurpose facility, Johnson Consulting considered the following
framework questions:
1. Is there sufficient market demand to support these uses?
2. What are the demand trends associated with youth sports?
3. What physical program should be developed?
4. Is there a baseline venue starting point that can be embellished over time?
This section of our report addresses questions 1 and 2, and provides a basis for addressing question 3.
TEAM SPORTS PARTICIPATION
The following analysis of team sports participation is based upon data presented in the 2012 Sports and
Fitness Industry Association (SFIA) Trends in Team Sports report. The analysis defines participants,
participation, and participation rates as follows:
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PAGE 20
Over the past decade, participation in team sports has steadily declined throughout the U.S. As shown in the
following table, overall participation in the 14 most predominant team sports decreased to 39.0 percent of the
population aged 6 years and over in 2012, from 40.8 percent in 2012. The largest decrease, in percentage
terms, was recorded in wrestling (-22.3 percent), followed by rugby (-9.6 percent), reversing multiple years of
strong growth, then volleyball (-8.7 percent), football (-7.7 percent), and softball (-7.1 percent). In contrast,
gymnastics and lacrosse both observed significant increases in overall participation during the same period, of
16.3 percent and 5.5 percent, respectively.
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PAGE 21
Table 4 - 1
Participation in Selected Team Sports (2010-2011) (in Millions) - U.S.
2011
2012
Participation
Rate*
Participation
Participation
Rate*
% Change
Participation
Baseball
14,198
4.5%
13,561
4.3%
-4.5%
Basketball
25,156
8.0%
24,790
7.9%
-1.5%
Cheerleeding
3,134
1.0%
3,049
1.0%
-2.7%
Field Hockey
1,182
0.4%
1,147
0.4%
-3.0%
Football
22,173
7.1%
20,457
6.5%
-7.7%
Gymnastics
4,148
1.3%
4,824
1.5%
16.3%
Hockey
2,140
0.7%
2,131
0.7%
-0.4%
Lacrosse
1,423
0.5%
1,501
0.5%
5.5%
Rugby
940
0.3%
850
0.3%
-9.6%
Soccer
18,803
6.0%
18,298
5.8%
-2.7%
Softball
10,990
3.5%
10,209
3.3%
-7.1%
Track & Field
4,383
1.4%
4,341
1.4%
-1.0%
Volleyball
16,781
5.4%
15,324
4.9%
-8.7%
Wrestling
2,536
0.8%
1,971
0.6%
-22.3%
127,987
40.8%
122,453
39.0%
-4.3%
TOTAL
* Based on 2011 and 2012 U.S. population figures reported by Census Bueau.
= Target sports for the proposed venue
Source: SFIA, Johnson Consulting
The following table provides a breakdown of overall participation, based on gender and age characteristics,
between 2008 and 2010 (note that totals include participation in paintball, roller hockey, and ultimate frisbee,
which are not included in the preceding table).
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PAGE 22
Table 4 - 2
Participation Rate in Selected Team Sports by Age & Gender (2008-2010) (in
Millions) - U.S.
Gender
Age
2008
2010
% Change
6-17 Years
20,931
23,060
10.2%
18+ Years
21,233
21,295
0.3%
6-17 Years
39,517
37,386
-5.4%
18+ Years
63,670
50,407
-20.8%
Females
Males
Data from the SFIA indicates that younger girls (aged 6-12 years) comprise the fastest growing market
segment of participants in team sports, while adult males are increasingly leaving team sports which is a key
factor driving the decline in overall participation. Concurrently, there is also a steady decline in participation
by younger boys (aged 6-12 years) and this could have significant implications for the team sports market
going forward. It should be noted that strategies aimed at younger age groups often bring family members.
Universities like these events because they expose the university to possible future attendance at the school.
YOUTH PARTICIPATION
The following table provides a breakdown of youth participation by team sports, based upon participants
aged between 6 and 17 years.
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PAGE 23
Table 4 - 3
Youth Participation (Ages 6-17 years) in Selected
Team Sports (2012) (in Millions) - U.S.
Participation
Participation
Rate*
7,459
7.0%
10,660
10.0%
Cheerleeding
2,104
2.0%
Field Hockey
436
0.4%
Football
9,205
8.6%
Gymnastics
3,184
3.0%
Hockey
682
0.6%
Lacrosse
916
0.9%
Rugby
255
0.2%
Soccer
10,833
10.1%
Softball
3,002
2.8%
Track & Field
2,995
2.8%
Volleyball
4,461
4.2%
Wrestling
1,163
1.1%
57,353
53.6%
Baseball
Basketball
TOTAL
* Based on 2011 U.S. population figures reported by Census Bueau.
In 2012, youth participation in team sports totaled 57,353 participants, representing a total participation rate
of 53.6 percent. The most popular sports for youths were soccer (10.1 percent participation rate) and
basketball (10.0 percent participation rate), followed by football (8.6 percent) and baseball (7.0 percent).
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PAGE 24
MARKET DEPTH – BRANSON REGION
An examination of the market depth of a region is crucial to understanding potential capacity of demand for
any attraction. This subsection provides an analysis of team sports participation, across all age cohorts and
with a specific focus on youth participants within the Branson region, as well as within primary, secondary
and tertiary catchments of the proposed location for the new multipurpose indoor facility. Our analysis
conservatively assumes a potential capture rate of 10 percent within each defined geographic area. What the
data tell us is the immediate market is small, so a tournament strategy with a regional/national draw will be
required to justify the project.
TOTAL PARTICIPATION
The following table provides a breakdown of estimated participation, and associated capture rates, across all
age groups, for selected team sports.
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PAGE 25
Table 4 - 4
Participation & Potential Market - Selected Team Sports (2012)
Branson
25-mile Radius
50-mile Radius
100-mile Radius
Participation
Potential
Market*
Participation
Potential
Market*
Participation
Potential
Market*
Participation
Potential
Market*
Baseball
463
46
5,663
566
29,726
2,973
87,167
8,717
Basketball
846
85
10,352
1,035
54,340
5,434
159,345
15,935
Cheerleeding
104
10
1,273
127
6,683
668
19,598
1,960
Field Hockey
39
4
479
48
2,514
251
7,373
737
Football
698
70
8,543
854
44,842
4,484
131,494
13,149
Gymnastics
165
16
2,015
201
10,574
1,057
31,008
3,101
Hockey
73
7
890
89
4,671
467
13,698
1,370
Lacrosse
51
5
627
63
3,290
329
9,648
965
Rugby
29
3
355
35
1,863
186
5,464
546
Soccer
624
62
7,641
764
40,109
4,011
117,616
11,762
Softball
348
35
4,263
426
22,378
2,238
65,621
6,562
Track & Field
148
15
1,813
181
9,516
952
27,903
2,790
Volleyball
523
52
6,399
640
33,590
3,359
98,500
9,850
Wrestling
67
7
823
82
4,320
432
12,669
1,267
4,179
418
51,137
5,114
268,419
26,842
787,104
78,710
TOTAL
* Based on an assumed 10% capture rate.
According to national participation estimates in team sports, Branson participation totals in 2012 should have
been approximately 4,179 participants. This figure increases to 51,137 when the market area is extended out
to a 25-mile radius from the proposed multipurpose facility, 268,419 participants when the market area is
extended out to a 50-mile radius and further increases to 787,104 participants within a 100-mile radius. In
each market area, the predominant team sports are basketball, and soccer, followed by volleyball and baseball.
In reality, according to the Branson Parks Department, Branson outpaced national estimates for 2012 by
drawing over 13,000 total participants. This shows that Branson is either attracting participants from outside
the local population, which we know to be true, or the local and regional participation rate is higher than the
national level.
A survey of sports travelers to Branson indicated that the predominant sports people travel to Branson for
are baseball, softball, basketball, soccer, and volleyball. With specific regard to each of those sports, estimated
participation in Branson totaled 2,804 participants in 2012. This figure increases to 34,318 when the market
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PAGE 26
area is extended out to a 25-mile radius from the proposed multipurpose facility, 180,143 participants when
the market area is extended to a 50-mile radius and further increases to 528,249 participants within a 100-mile
radius.
Assuming a capture rate of 10 percent of the Branson regional market, participation at the proposed sports
complex is estimated to total 418 participants. This figure increases to 5,114 when the market area is extended
out to a 25-mile radius from the proposed multipurpose facility, 26,842 participants when the market area is
extended to a 50-mile radius and further increases to 78,710 participants within a 100-mile radius. With
specific regard to baseball, softball, basketball, soccer, and volleyball a sports complex in Branson could
potentially capture a total of 281 participants from within Branson, increasing to 3,432 when the market area
is extended out to a 25-mile radius from the proposed sports complex, 18,015 within a 50-mile radius, and
52,825 within a 100-mile radius. Although 2012 participation numbers show that Branson Parks Department
is capable of outpacing these national estimates, any potential sports complex will need a regional/national
draw in order to be successful. There is simply not a large enough population within the Branson region to
support expanding the existing facilities.
YOUTH PARTICIPATION
The following table provides a breakdown of estimated participation, and associated capture rates, among
youths aged between 6 and 17 years, for selected team sports in the Branson market, a 25-mile radius, 50-mile
radius and 100-mile radius.
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PAGE 27
Table 4 - 5
Youth Participation (6-17 Years) & Potential Market - Selected Team Sports (2012)
Branson
25-mile Radius
50-mile Radius
100-mile Radius
Participation
Potential
Market*
Participation
Potential
Market*
Participation
Potential
Market*
Participation
Potential
Market*
Baseball
96
10
1,370
137
7,130
713
22,334
2,233
Basketball
137
14
1,958
196
10,190
1,019
31,919
3,192
Cheerleeding
27
3
386
39
2,011
201
6,300
630
Field Hockey
6
1
80
8
417
42
1,305
131
Football
118
12
1,690
169
8,799
880
27,563
2,756
Gymnastics
41
4
585
58
3,044
304
9,534
953
9
1
125
13
652
65
2,042
204
12
1
168
17
875
88
2,742
274
Rugby
3
0
47
5
244
24
764
76
Soccer
139
14
1,989
199
10,356
1,036
32,438
3,244
Softball
39
4
551
55
2,870
287
8,990
899
Track & Field
38
4
550
55
2,863
286
8,969
897
Volleyball
57
6
819
82
4,264
426
13,357
1,336
Wrestling
15
1
214
21
1,112
111
3,482
348
TOTAL
737
74
10,533
1,053
54,826
5,483
171,737
17,174
Hockey
Lacrosse
* Based on an assumed 10% capture rate.
Based on national estimates, in 2012, youth participation in team sports in Branson would have been
estimated at 737 participants within the 6-17 year age range. This figure increases to 10,533 when the market
area is extended out to a 25-mile radius from the proposed sports complex, 54,826 participants when the
market area is extended out to a 50-mile radius and further increases to 171,737 participants within a 100-mile
radius. In each market area, the top five team sports in order are soccer, basketball, baseball and volleyball.
With specific regard to baseball, softball, basketball, soccer, and volleyball, estimated youth participation in
Branson totaled 468 participants in 2012. This figure increases to 6,687when the market area is extended out
to a 25-mile radius from the proposed sports complex, 34,810 participants when the market area is extended
to a 50-mile radius and further increases to 109,038 participants within a 100-mile radius.
Assuming a capture rate of 10 percent of the Branson market, youth participation at the proposed sports
complex is estimated to total 47 participants. This figure increases to 669 when the market area is extended
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PAGE 28
out to a 25-mile radius from the proposed sports complex, 3,481participants when the market area is
extended to a 50-mile radius and further increases to 10,904participants within a 100-mile radius.
CONCLUSION
Overall the depth of the market in immediate proximity to Branson is marginal. The low population in
Branson does not create a significant amount of demand for sports facilities. However, there does appear to
be an opportunity for expanded sports facilities based on Branson’s sports tourism appeal. While Branson
participation figures for youth sports are better than the national estimates, the existing Branson RecPlex is
adequate to accommodate the demand. The proposed sports complex could only be justified by attracting
travel sports teams from across the nation, which we believe the market can do for both indoor and outdoor
sports. Branson has already established itself as a top travel destination, noted for shopping, entertainment,
outdoor sports and hospitality. A new sports complex will not only serve as an economic catalyst to the
redevelopment of the Highway 76 corridor, but it would allow the City to leverage its existing assets such as:
Branson Landing, Tanger Mall, Silver Dollar City, Theaters and several other attractions in town. These
assets would help establish the Branson marketplace as one of the top regional and national sports tourism
destinations.
The Branson CVB has data that identifies baseball, softball, basketball, soccer and volleyball as the major
sports that are likely to attract sports tourists to Branson. Also bringing athletes to Branson are less
conventional, but fast-growing sports like cheerleading, dance, endurance sports, swimming and track & field.
The tables in this section identify soccer, basketball, baseball and volleyball as the most popular youth sports
in terms of national participation. Combining this data suggests that there would be sufficient demand for
soccer fields, basketball courts, volleyball courts and additional baseball/softball diamonds. The hard surface
courts could also meet demand for events such as cheer, dance, wrestling or martial arts. Finally, the grass
fields could also be used for a variety of field sports, including lacrosse.
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SECTION V
NATIONAL CASE STUDIES
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Section 5 Comparable Facilities Case Studies | DRAFT July 2013
PAGE 29
MULTIPURPOSE FACILITY CASE STUDIES
As noted throughout this report, there are compelling reasons for and against a facility at Branson. One of
the reasons against the facility is the number of existing regional facilities. The reasons that support the
facility are:

The need for venues to serve the City’s goal for top tier sports programming.

The current infrastructure at the site in terms of hospitality and a nationally recognized tourism
infrastructure regionally.
The tipping point in making a decision is the strategy of the City and the State, and their desire to break into
the national tournament market in the way the case studies below have done. The local sports community
amount of play would not typically justify a facility as an economic proposition.
NATIONAL FACILITY CASE STUDIES
While there is no exact model that defines what a sports complex is, each complex described below has
characteristics that are relevant to the planning and programming of a portfolio of multipurpose sports facility
offerings for Branson. Each of the case study facilities utilizes different business models to generate revenue;
however they are all active participants in the indoor/outdoor facility market. The success of these facilities,
operating in similar demographic markets, creates the initial validation for similar development in Branson.
Table 5-1 below includes national comparable facilities:
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PAGE 30
Table 5-1
Key Characteristics of Comparable Facilities and Markets
Proposed Branson
Facility
West Tennessee
Healthcare SportsPlex
Outdoor
Outdoor
Both
Both
Outdoor
Indoor
Indoor
Indoor
Outdoor
Both
Branson, MO
Jackson, TN
Elizabethtown, KY
Gatlinburg, TN
Orlando, FL
Southaven, MS
Hampton, VA
Pleasant Prairie, WI
Frisco, TX
Rockford, IL
Loves Park, IL
Population
10,700
65,040
28,946
4,103
61,476
50,578
135,652
19,965
125,411
151,836
23,793
25 mile radius population
130,924
196,377
227,885
175,721
1,498,260
1,156,873
1,366,465
1,106,836
2,540,337
504,115
504,305
687,227
500,392
1,498,894
1,274,785
3,572,430
1,479,341
1,804,376
7,107,511
6,342,167
1,898,351
2,627,434
1,374,596
1,438,747
2,437,515
2,321,004
6,928,705
1,861,797
2,963,317
11,605,142
7,550,630
8,608,908
10,525,561
Median Household Income
$40,373
$39,225
$39,859
$45,652
$36,611
$61,573
$51,839
$76,777
$93,908
$40,202
$51,808
Location & Type
Location
Elizabethtown Sports
Park
RockyTop Sports ESPN Wide World of Snowden Grove
World
Sports
Park
Boo Williams
Sportsplex
Pleasant Prairie
RecPlex
Frisco Fieldhouse
USA
SportsCore One**
SportsCore Two**
Demographic Characteristics (2012)
Facilities
Indoor Facilities (sq. ft)
TBD
-
-
86,000
114,800
-
135,000
302,000
146,000
179 Acres
60,000
Outdoor Space (acres)
TBD
70
150
80
220
200
-
-
-
-
124
Baseball
-
Softball
-
Football
-
Basketball
-
-
Cheerleading
-
-
Field Hockey
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
-
Gymnastics
-
Lacrosse
-
-
Soccer
-
-
Volleyball
-
-
-
-
Track and Field
-
-
-
Martial Arts
-
-
-
-
-
Aquatics
-
-
-
-
-
-
-
185
32
19
142
429
187
243
-
-
-
-
-
-
-
416
26
26
Hotels
# of Hotels*
* Hotels within 25 mile radius
** SportsCore One and Sports Core Two are operated as the same facility, but are located approximately eight miles apart.
Source: mPoint, explorebranson.com, Demographics Now, Johnson Consulting, facility websites
101
PAGE 31
WEST TENNESSEE HEALTHCARE SPORTSPLEX JACKSON, TENNESSEE
The West Tennessee Healthcare Sportsplex is located in
Jackson, Tennessee which has a population of 65,040.
LOCATION:
The City of Jackson owns the West
Tennessee Healthcare Sportsplex.
OWNERSHIP/MANAGEMENT:
FACILITIES: The

SportsPlex offers the following:
17 baseball/softball fields
-
Four pods have 300’ fences with dirt infields
-
Five pods have 250’ fences with grass infields
-
Three pods have 300’ fences with grass infields
-
Five pods have 200’ fences with grass infields

Concession stands at each pod

Batting cages
West Tennessee Healthcare SportsPlex
Location
Jackson, Tennessee
Acres
70
Diamonds
17
Hotels
32
Total Cost
$13.1 million
Ownership
City of Jackson
source: facility, Johnson Consulting
Total cost of the facility was $13.4 million. The funding for the SportsPlex flows through an
Enterprise Fund setup by the City for the facilities operations. The facility has an annual operations budget
FUNDING:
PAGE 32
of approximately $2 million. The Enterprise Fund is funded by a ¾ of 1% local sales tax as well as a portion
of the hotel/motel tax. The agreement is that any hotel/motel tax revenue greater than $975,000 supports
the SportsPlex. According to management, its annual contribution from the hotel tax is approximately
$320,000. Additionally, West Tennessee Healthcare SportsPlex is part of the growing trend of attracting
naming rights opportunities to publicly owned sports facilities. The SportsPlex successfully negotiated a 10year deal with West Tennessee Healthcare for the amount of $1.5 million or $150,000 annually, which helps
to support operations as well.
The Sportsplex has had great success in attracting tournaments to its venue since its
inception in 2006. According to facility management, the Sportsplex hosts approximately 40 tournaments
annually, which on average have approximately 50-100 teams in each. The management projected the facility
attracts approximately 125,000 in tournament attendees and approximately 125,000 in league play attendees,
for a total of approximately 250,000. Management has stressed that these numbers have remained fairly
consistent throughout its years of operation and with its new partnership with the CVB it hopes to boost its
regional tournament attendance.
OBSERVATIONS:
PLEASANT PRAIRIE RECPLEX PLEASANT PRAIRIE, WISCONSIN
LOCATION: The
Pleasant Prairie RecPlex is located one mile east of I94 in Pleasant Prairie, Wisconsin, which has a population of 19,965.
The Municipal RecPlex was built over
three phases between 2000 and 2010 and was dedicated to the Village
of Pleasant Prairie. The RecPlex identifies itself as the largest
municipal recreations complex in the U.S.
The facilities at the RecPlex consist of over 300,000
square feet and include:
FACILITIES:
Pleasant Prairie RecPlex
Location
Pleasant Prairie, Wisconsin
Acres
-
Diamonds
-
Indoor Sq. Ft.
300,000
Hotels
101
Total Cost
Approx. $14 million
Ownership
Village of Pleasant Prairie

60,000 square foot field house for sports such as basketball, volleyball, fencing and martial arts

Fitness Center featuring over 40,000 square feet of workout equipment areas, childcare, racquetball,
multipurpose studio, party rooms and a 1/6 mile indoor track

79,000 square foot Ice Arena consisting of two NHL-sized sheets of ice
PAGE 33

42,000 square foot aquatic center featuring an Olympic size swimming pool (50 meter length) with
seating for over 600 spectators
The RecPlex serves as a health and wellness facility for the community, while also hosting a wide variety of
day camps, youth sports and adult sports leagues. Due to its location on the shores of Lake Andrea, the
RecPlex also offers a number of meeting spaces to host banquets, weddings or summer picnics.
According to facility management, the RecPlex has approximately 13,400 paid
members, including approximately 5,000 family memberships. On average, the RecPlex attracts approximately
1.5 million visitors per year through its various programs and events.
DEMAND SCHEDULE:
The phases of development were made possible by a series of private donations, including one for
$4 million and another for $8 million. The construction costs were not passed on to the taxpayers, and
operating costs are covered by program and event revenues. The facility has an annual operations budget of
approximately $10 million with membership fees accounting for approximately $3.5 million, programs
accounting for approximately $3 million, rentals accounting for approximately $3 million and sponsorships
generating approximately $300,000-$500,000 per year. Additionally, the RecPlex successfully negotiated an
anchor tenant agreement with United Hospital System to offer rehab programs to its patients.
FUNDING:
The RecPlex has been very successful in attracting local residents to its venue since its
inception in 2000. Through the various expansions and upgrades, the RecPlex has been able to position itself
as a premier facility within the region.
ESPN Wide World of Sports Complex
OBSERVATIONS:
ESPN WIDE WORLD OF SPORTS COMPLEX
ORLANDO, FLORIDA
Orlando, Florida
Acres
255
Diamonds
ESPN Wide World of Sports Complex is located at the
Walt Disney World Resort in Orlando, Florida. The complex was
built on former wetlands located just off Interstate 4.
LOCATION:
Location
9
Grass Fields
11
Indoor Sq. Ft.
115,000
Hotels
429
Total Cost
$100 million
Ownership
ESPN, Inc.
PAGE 34
The facility is privately owned and operated by ESPN, Inc. and is operated by
the Walt Disney Parks and Resorts.
Sitting on 220 acres, the facilities at the sports complex cater to a wide variety of sports,
including: basketball, soccer, baseball, softball, wrestling, track & field and tennis. The Complex also offers
restaurants and cafes, classrooms, office space and media facilities.
FACILITIES:
Figure 5-1 provides an overview of the Wide World of Sports Complex.
Figure 5-1
As shown, the Complex offers a wide range of available activities for visitors. Some of the facilities include:
J – Champion Stadium – A 9,500 seat baseball stadium that was built in 1997. It is the Spring Training home
to the Atlanta Braves and also the home for the Gulf Coast Braves.
L – HP Field House – A 5,000 seat multi-purpose arena offering over 70,000 square feet of space. The HP
Field House was built for flexibility and the latest new age playing surfaces, and custom training areas that
PAGE 35
cater to basketball, wrestling, martial arts, volleyball, inline hockey, etc. The facility also has a 3,000 square
foot workout area and four classrooms for education.
M – Hess Sports Fields – Comprised of eight multi-purpose fields, with two equipped to handle night games.
Four of the fields are made to international soccer dimensions for added flexibility. Since 2002, the Tampa
Bay Buccaneers have conducted training camp at the fields.
Q – Tennis Complex – Comprised of 10 tennis courts with a championship style stadium. Depending on the
court layout, it can seat 1,000 to 8,500 people.
S – Baseball Quadraplex – Comprised of one practice infield, four professional baseball fields with two
equipped for night games. The Quadraplex also offers batting tunnels, pitching mounds, hitting tunnels,
master pitching machines, and ten bullpens.
The facility also contains a state-of-the-art environment for:

Softball

Cross country

Track

Shot put, discus, hammer

Other interactive activities
Recently, Disney announced plans to construct a 160,000 square foot 100-lane bowling stadium, which would
be the largest in the country. It will offer stadium-style seating, a restaurant and is scheduled to be completed
in the fall of 2014. The stadium would be used for events or open to guests. It would also be used as a venue
to host the United States Bowling Congress tournaments, which would boost the economy by bringing guests
and visitors to local hotels and restaurants.
The Sports Complex hosts over 170 amateur and professional events each year
covering 30 sports. The events range from youth league competitors to leisure amateurs, seniors to college
teams and professionals. The Complex also offers leagues camps, clinics, training programs and exhibitions to
satisfy guests.
DEMAND SCHEDULE:
FUNDING: The
Wide World of Sports Complex opened in 1997 at a total cost of $100 million.
PAGE 36
ESPN’s strategy was to build these venues as a supplement to the overall demand base at
Disneyworld. The complex itself has struggled financially and has been fine-tuned several times. The venue is
busy and accomplishes its goal of attracting incremental demand to the balance of Disneyworld.
OBSERVATIONS:
SNOWDEN GROVE PARK SOUTHAVEN, MISSISSIPPI
Snowden Grove is located in Southaven, Mississippi
which has a population of 50,578.
LOCATION:
The facility is owned and operated by
the Southaven Parks and Recreation Department. Additionally, an
independent third party contractor is responsible for scheduling the
larger tournaments hosted at the facility.
Snowden Grove Park
Location
Southaven, Mississippi
Acres
100
Diamonds
17
Hotels
187
Total Cost
Approx. $15 million
Ownership
Southaven Parks and Rec
FACILITIES:
The facilities at Snowden Grove sit on 100 acres and
include:

17 lighted baseball fields

All fields have grass infields and sub-surface irrigation systems

Wi-Fi at each field allows for streaming of games

Shaded seating and dugouts at each field

Media Rooms

Meeting Rooms

Clubhouse

Concessions

On-site parking
Figure 5-2 shows the variety of field dimensions available at Snowden Grove Park:
PAGE 37
Figure 5-2
Complex
Field #
Foul Lines
Center Field
A
1-5
180'
180'
B
8-9
200'
200'
B
6-7
250'
250'
C
10-11
250'
250'
C
12-13
275'
300'
D
14-15
300'
300'
D
16-17
325'
395'
Source: Southaven Parks and Recreation Department
The programming of events at the complex is prioritized base on expected attendance
and impact on the local community. According to management, the complex attracts approximately 60,000
to 75,000 attendees annually. The majority of these attendees are for youth baseball leagues and tournaments.
In 2013, the complex will hold the National Amateur Baseball Federation’s (NABF) World Series for all ages
ranging from 8-14 years old, which is anticipated to generate a significant amount of regional and national
participation.
DEMAND SCHEDULE:
The complex was built in 1999. The land for the complex, valued at approximately $4.5 million,
was donated to the City of Southaven. The facility was funded by the Southaven Parks and Recreation
Department as part of a $15 million investment. So far, it has been a critical investment for the City, as the
FUNDING:
PAGE 38
income generated from tournaments at Snowden Grove Park contributes as much as $2 million per year (half
of the city budget) to the city, according to Southaven Mayor Greg Davis.
The City of Southaven earned the Economic Development Award presented by the State
of Mississippi for the economic impact Snowden Grove Park has had on the local community. Due to the
success of the Park, it has hosted approximately 2,000 teams per season for a variety of national events,
including: the USSSA World Series, the NABF World Classics, the Dizzy Dean Baseball World Series and
the Global Sports Baseball World Series.
OBSERVATIONS:
BOO WILLIAMS SPORTSPLEX HAMPTON, VIRGINIA
Boo Williams Sportsplex is located in Hampton, Virginia
which has a population of 135,652.
LOCATION:
The Sportsplex is privately owned by
Boo Williams, a nationally recognized youth sports advocate and
former professional basketball player.
The 135,000 square foot facility, which opened in March
of 2008, includes the following amenities:
FACILITIES:
Boo Williams SportsPlex
Location
Hampton, Virginia
Acres
-
Diamonds
-
Indoor Sq. Ft.
135,000
Hotels
243
Total Cost
$13.5 million
Ownership
Private

8 tournament basketball courts

12 competition volleyball courts

Indoor multi-purpose field

200 meter, six-lane indoor track with IAFF certified synthetic surface, long jump, pole vault, triple
jump, and shot put areas

Two separate playing pavilions of 61,000 square feet and 31,000 square feet within the facility

2 training rooms

Banquet rooms

4,238 square foot concession area
PAGE 39
The facility can be configured in multiple ways depending on the needs of the user. The space is dividable
with floor to ceiling dividers, and can be configured depending on how many courts or how much space is
needed. Furthermore, there is retractable seating for 4,000 spectators, a registration room, a dedicated
meeting room, and an operation center with high-speed internet access and fax and media capabilities.
The Sportsplex is home to the Boo Williams Summer League, an AAU affiliated
basketball program founded in 1982 that has grown to a network of 165 teams. Additionally, the Sportsplex
hosts tournaments and events including the Boo Williams Invitational, USA Volleyball, Nike Boys and Girls
Basketball, the National AAU Volleyball Tournament and indoor high school track competitions. In return
for the land and assistance with infrastructure costs, the facility will also host events and activities in
conjunction with the City of Hampton. The facility typically rents space on a per-court, per-hour basis.
Currently prices range from $35 per court/per hour during the week, and $50 per court/per hour Friday
through Sunday. Management indicated that prices change to reflect economic conditions.
DEMAND SCHEDULE:
The $13.5 million facility was funded by Williams and other private investors. The City of
Hampton also contributed infrastructure to the project.
FUNDING:
PAGE 40
For over 30 years, Williams and his facility have helped athletes in teaching, training and
recruiting of young athletes. The Sportsplex notes on their website that it is within a one day drive of twothirds of the country’s population and is the largest facility between Washington D.C. and Greensboro, North
Carolina. Rental of the facility accounts for only a small portion of revenues. The primary driver of revenues
is concessions and merchandise that is for sale in the facility. The Sportsplex also receives a small portion of
ticket sales to larger tournaments.
OBSERVATIONS:
ELIZABETHTOWN SPORTS PARK ELIZABETHTOWN, KENTUCKY
The Elizabethtown Sports Park is located at the
crossroads of I-65 and the Bluegrass Parkway in Elizabethtown,
Kentucky, a city with a population of 28,946.
LOCATION:
The Sports Park was built and is
operated by the City of Elizabethtown.
The facilities at the Sports Park cover 150 acres and
include the following:
FACILITIES:
Elizabethtown Sports Park
Location
Elizabethtown, Kentucky
Acres
150 acres
Diamonds
12
Grass Fields
15
Hotels
19
Total Cost
$29 million
Ownership
City of Elizabethtown

13 soccer/lacrosse/field hockey natural turf fields

2 Championship Fields with Synthetic Turf

3 Quads of baseball/softball diamonds (12 fields total)

Each field has lighting, computerized irrigation and drainage systems

3 miles of walking/running trails

3 pavilions for ceremonies, events and meeting space

Event officials meeting rooms

Officials locker rooms

Stadium lawn seating

Wi-Fi for streaming games

On-site parking
PAGE 41
In its first year of operations, the complex hosted 21 events. Operations are expected
to increase in year two once the marketing efforts of the facility begin to pay off. Additionally, due to
concerns about overuse of the new natural grass fields, the number of events were limited in year one to
protect the new grass.
DEMAND SCHEDULE:
FUNDING: The
total construction cost was $29 million and was publicly finance through a restaurant sales tax.
The complex was designed to be flexible enough to host a variety of events, while also
serving the needs of the local community. The sports park is open year-round for local residents and is
hoping to attract more national tournaments as they enter the second year of operations. Since it only opened
in the summer of 2012, tournament activity should increase
significantly over year one.
Rocky Top Sports World
OBSERVATIONS:
Location
ROCKY TOP SPORTS WORLD GATLINBURG, TENNESSEE
Gatlinburg, Tennessee
80
Acres
Indoor Sq. Ft.
Construction of Rocky Top Sports
World began in March 2013 and is slated to be completed in the
spring of 2014. Once opened, Rocky Top will be operated by The
-
Diamonds
Rocky Top Sports World will be located in Gatlinburg,
Grass Fields
Tennessee which has a population of 4,103.
LOCATION:
8
86,000 (+40,000 meeting space)
142
Hotels
Total Cost
$20 million
Ownership
City of Gatlinburg/Savier County
PAGE 42
Sports Facilities Advisory (SFA). The construction process is headed by The Sports Facilities Advisory, Blaine
Construction, and Barber McMurry Architects.
FACILITIES: The

indoor/outdoor complex will offer the following indoor facilities:
86,000 square foot multi-sport facility
-
6 basketball courts
-
12 volleyball courts
-
Championship Court capable of hosting basketball, volleyball, wresting, martial arts and table
tennis
-
Indoor Climbing Wall
The outdoor facilities will offer the following:

7 synthetic turf fields

Championship Field with a press box and seating for 1,500 capable of hosting football, lacrosse,
soccer, ultimate frisbee and marching band

Track and field facilities
PAGE 43
Rocky Top Sports World will also offer 40,000 square feet of column free space capable of hosting up to
1,000 people for special events, such as ceremonies, parties and banquets.
Since the complex has not yet opened, there is no demand data available. However,
Rocky Top is preparing to utilize a professional tournament and events staff, the Gatlinburg Conventions and
Visitors Bureau, local hoteliers and businesses to attract top tier national tournaments. Rocky Top expects to
host tens of thousands of visitors annually in the form of travelling teams, corporate groups, and families.
DEMAND SCHEDULE:
FUNDING:
Rocky Top is expected to cost $20 million and will be funded by the City of Gatlinburg and Sevier
County.
Rocky Top is aiming to build the premier youth sports complex in the country. They have
selected a centrally located market that typically receives millions of visitors each year. Utilize their existing
hospitality industry should allow them to quickly ramp up activity at the complex.
OBSERVATIONS:
FRISCO FIELDHOUSE USA FRISCO, TEXAS
Fieldhouse USA is located in Frisco, Texas, which as a
population of 155,411. It is part Sports Village USA, a 70 acre mixeduse development.
LOCATION:
The Fieldhouse opened in 2009 and is a
public-private partnership involving the City of Frisco.
Fieldhouse USA, the anchor facility at Sports Village
USA, is a 146,000 square foot indoor complex with the following
amenities:
FACILITIES:
Fieldhouse USA
Location
Frisco, Texas
Acres
-
Diamonds
-
Grass Fields
1 (indoor)
Indoor Sq. Ft.
146,000
Hotels
416
Total Cost
$17.5 million
Ownership
City of Frisco/Private

12 basketball/volleyball courts featuring HD monitors and electronic scoring

Indoor mixed-use turf field that can accommodate soccer, football, lacrosse, cheer and martial arts

Athletes Performance Institute
-

Past Time Training Center
-

29,000 square foot athlete training center
Indoor baseball/softball training center with batting cages and pitching machines
5,000 square feet of retail space
PAGE 44

5,000 square foot food court

Baylor Medical Center with on-site trainer

Wi-Fi on site
Fieldhouse USA is a league driven venue that rents its courts and field on an hourly
rate for clubs, leagues or private use. Since the facility opened, they have generated an estimated $35 million
in revenue from tournaments, as shown in Figure 5-3 below.
DEMAND SCHEDULE:
Figure 5-3
Fieldhouse USA Economic Impact
2012
2011
Number of Events
31
38
Tournament Days
76
84
Total Teams
3,302
3,412
Total Athletes
28,460
30,934
Overall Attendance
Estimated Economic Impact
209,450
231,568
$17,612,400
$17,810,676
source: FieldhouseUSA
Figure 5-4 breaks down the rental rates for the courts and turf at Fieldhouse USA.
Figure 5-4
Surface
Peak (Mon-Fri 6-9 pm) Non-Peak Team/League Discount
Full Court
$60
$55
$5/Hr
1/2 Court
$40
$35
$5/Hr
Turf
$150
$140
$10/Hr
1/2 Turf
$80
$70
$10/Hr
source: FieldhouseUSA
The cost of the complex was $17.5 million and was funded by the City of Frisco. The land, valued
at $5 million, was donated to the City for development and is leased to Fieldhouse USA. The private
ownership group, Sports Village Operating I LLC, makes regular lease payments on the facility to the City of
Frisco.
FUNDING:
PAGE 45
Fieldhouse USA offers several intriguing options for indoor facilities. By offering mixeduse indoor space for camps and leagues while also selling retail space to performance training centers,
Fieldhouse USA has been able to create several revenue streams at the complex. The facilities are state-of-theart and the Fieldhouse is positioned in a fast growing market with a heavy sports appetite. Currently, planning
for Sports Village USA is call for the following additional facilities: 20,500 square foot medical facility, 70,000
square foot surgery center, a 97-room Hampton Inn, a tennis complex with a total of 23 courts (15 indoor/8
outdoor clay courts) and a 30,000 square foot aquatics center. If the Sports Village USA mixed-used
development plans move forward, it would certainly have to be considered one of the top sports complexes
in the nation.
OBSERVATIONS:
SPORTSCORE ONE & TWO ROCKFORD/LOVES PARK, ILLINOIS
LOCATION: SportsCore
One is located in northwest
Rockford, Illinois and SportsCore Two is located in nearby
Loves Park, Illinois. The two locales are approximately
eight miles apart, but are operated as one facility.
OWNERSHIP/MANAGEMENT: Both
facilities are owned and
operated by the Rockford Park District, which is the
second largest park district in Illinois.
SportsCore One & Two
Location
Rockford/Loves Park, IL
303
Acres
9
Diamonds
Grass Fields
50
Indoor Sq. Ft.
60,000
26
Hotels
Ownership
Rockford Park District
Source: facility, Johnson Consulting
SportsCore One was built in 1983 and covers
105 acres. Recreational activities at SportsCore One include soccer, softball, boating and fishing. Facilities at
Sports Core Once include:
FACILITIES:

Eight lighted softball diamonds

Eight regulation soccer fields

Attwood Soccer Center - nine soccer fields, plus concessions and locker facilities

Two permanent concessions on the softball side with restrooms

Two playgrounds

Boat ramps

Recreation path
PAGE 46
SportsCore Two is a 124 acre site developed in 2001. Recreation activities at SportsCore Two include soccer,
rugby, football, volleyball, golf, softball, basketball, dodgeball, ultimate Frisbee, and adapted and wheelchair
sports. Facilities include:

Nineteen regulation soccer fields

Fourteen practice soccer fields (outdoor)

Five sand volleyball courts

Wedgbury Stadium – seating capacity for 2,000 guests

Wedgbury Indoor Sports Center – three multi-sport
indoor fields, primarily for indoor soccer, five
volleyball / basketball courts, locker rooms, sports
equipment store, and SkyBox, a family-friendly casual
restaurant and sports bar. The 60,000 square foot
venue can also host a variety of non-sporting events
including receptions, conventions and parties
DEMAND SCHEDULE: A
number of leagues are offered at Sports Core Two for all ages, including:

Soccer – American Youth Soccer Organization (children of all ages), Raptor Youth Soccer League,
Rockford United S.C. (boys and girls), Rock Run S.C. (boys and girls), Hononegah Lions Soccer
Club (boys and girls), Adult Outdoor (men’s and women’s), Fall Indoor (under 15s), Winter Indoor
(under 15s), Summer / Pre-Season Indoor (adults).

Softball - Slow-pitch (adults), 50/60+, Indoor (adults).

Volleyball – several adult and youth leagues.
Other adult leagues offered at the facility include baseball, kickball, various social sports, dodge ball and
basketball.
SportsCore One and SportsCore Two combine to form one of the finest amateur sports
facilities in the Midwest. Local, regional and national tournaments attract over a million visitors to Sports
Core One annually, and it is consistently rated as the area’s number one tourist destination.
OBSERVATIONS:
PAGE 47
Sports Core Two is also a major tourist destination on the weekends, with local clubs hosting tournaments.
On weekdays, Sports Core Two is utilized primarily by local teams for practice, training and matches. Events
hosted at Wedgbury Stadium include IHSA State High School Soccer Finals, pro football matches, National
Rugby Finals, college rugby championships, professional soccer games with international teams, and the
USSL W. League Soccer Finals. In 2005, SportsCore Two was named ‘Sports Complex of the Year’ by the
Sports Turf Managers Association.
CONCLUSION
As we have seen in each of the facilities in this section, a regional/national sports tourism draw, along with
key revenue sources will be required to sustain a facility in Branson.
The West Tennessee Healthcare Sports Complex has been able to capitalize on a naming rights deal to
support a state-of-the-art facility with a focus on baseball and softball. Similarly, Snowden Grove has also
focused on a niche market – baseball – but has received significant financial support from the city of
Southaven to build and maintain top of the line facilities. The Pleasant Prairie RecPlex relies heavily on
membership fees to fund operations and has been able to expand its facilities through generous donations.
Each of these facilities thrives because of the programs they offer, along with the financial support they
receive from various sources.
Fieldhouse USA offers intriguing options for indoor facilities. By offering mixed-use indoor space for camps
and leagues while also selling retail space to performance training centers, Fieldhouse USA has been able to
create several revenue streams at the complex.
Finally, Rocky Top Sports World and ESPN’s Wide World of Sports provide a potential blueprint for
Branson. Rocky Top is planning to utilize the existing service and hospitality presence in the Gatlinburg area
PAGE 48
to attract youth tournaments. A high number of hotels, restaurants and entertainment options should enable
Rocky Top to sell itself as a sports tourism destination. Similarly, ESPN’s Wide World of Sports Complex
was built for young athletes and families who would also be attracted by Disney World. In a similar way,
Branson can offer a world-class tourism destination to families and young athletes, both regionally and
nationally.
SECTION VI
SITE ANALYSIS
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Section 6 Site Analysis | DRAFT July 2013
PAGE 49
SITE ANALYSIS
In this section we present an analysis of site alternatives related to the proposed multi-use sports facility. This
evaluation process uses our team’s experience with similar projects and results in a site analysis according to
best practices urban planning principles. This is critical to establishing a hierarchy for more detailed technical
analyses of individual sites and provides a framework to assess other sites, if they come forward. It is also a
key process in determining, and then confirming, the development goals and sensitivities for completing a
potential youth sports facility.
Site selection is a crucial decision, and a myriad of factors, both objective and subjective, influence the
potential performance and contribution of a facility. The choice of a site that is poor for a sports facility can
inhibit the ultimate success of a project and affect its performance for generations. Far too often,
communities locate a facility on a site not because it is the most advantageous spot or in the location that will
best contribute to the overall objectives of the community, but out of immediacy, availability, cost or other
factors that speak to convenience over market strategy and product positioning.
The following site parameters are necessary considerations for successful development of the proposed
sports facility:

Provision of a site large enough to allow for the project, subsequent expansion, and adequate parking

A site that has destination appeal to patrons for pre- and post-event activities, and is convenient to
access and is visible

A site that leverages the spending and visitor impacts, rather than wastes them

Consideration of zoning, streetscape, transit connections, design standards, and land use around the
facility that is conducive not just to the proposed sports facility, but to the development of a regionwide identity.
Further, when considering potential sites for a new sports facility, there are a number of civic goals that
should be identified, and pursued in selecting the most advantageous site. Some of these goals are subjective
in nature and may appeal to the intuition or emotions in a way that cannot be quantified. The act of defining
common goals of various proponents helps to build familiarity with, and consensus, for the project.
Ultimately, the preferred site is the one that exhibits the best overall mix of attributes, with broad recognition
by all stakeholders that tradeoffs are required as it is highly unlikely that a single site embodies the best of
each attribute. Among the goals and attributes to be considered:

A primary goal should be to make the sports facility environment a recognized district, a unique
destination, regional draw, and a necessary part of the Branson experience for facility attendees and
6 East Monroe Street
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PAGE 50
tourists alike. A site within the City limits, and served by Branson utilities will have greatest benefit
to the City.

A sports facility should be highly visible and easily accessible from the major approaches into the
City (Highway 76).

The economic purpose of building a sports facility is to maximize the amount of economic impact
gained from collateral development, or expansion of existing support businesses.

A sports facility is built as an economic development tool and a community investment in the
tourism, recreation, hospitality, and entertainment businesses. While the notable and ongoing direct
benefits of bringing visitors (and their related spending) to Branson is the most discussed impact,
there is also great benefit in new construction and jobs for potential adjacent hotel, retail, and
entertainment business opportunities. Such a project can also lift the image of the community as a
residential and corporate location.
While not expressly addressed in the report narrative, each of the goals and attributes outlined above are
implicit in Johnson Consulting’s evaluation of the potential sites.
INITIAL SITE INVESTIGATIONS
The Consulting Team analyzed the following 4 potential sites:

Branson Commerce Park

Branson RecPlex

Grand Palace

Red Roof Mall
Each of the sites above could potentially provide for a high quality, functional multi-use sports facility that
would have the potential to effectively contribute to the growth of Branson and the surrounding areas. In
order to highlight the strengths and weaknesses of each site, Johnson Consulting has created an evaluation
matrix, which examines critical factors such as adjacent land use synergy, ingress & egress to the site, and
many other important factors to consider when selecting the most appropriate site for the proposed sports
facility. The comparative analysis appears in Table 5-1 belowError! Reference source not found..
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Table 5-1
Summary of Alternate Sites
Rank
Sites
Buildable Land Area
Accommodates
Program
Requirements
Ability to Expand
Vehicular Access
Infrastructure
Synergy with
Complementary Uses
Acquisition Costs
Ability to Finance*
Average Rank
Ranking
1
Red Roof Site
1
1
1
1
1
1
1
1
1.0
2
Rec Plex Site
2
2
3
2
3
3
2
4
2.6
3
Commerce Site
3
3
2
3
4
4
3
2
3.0
4
Grand Palace Site
4
4
4
4
2
2
4
3
3.4
* Was ranked on ab ility to expand as well as if it fell within the Taney County Enhaced Enterprise Zone
Source: Crawford Architects, Johnson Consulting
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PAGE 52
As the figure outlines, each of the sites exhibits favorable characteristics in selected categories. Below is a
detailed description of each critical evaluation line item for all four sites.

BUILDABLE LAND AREA:

ACCOMODATES PROGRAM REQUIREMENTS: It

ABILITY TO EXPAND:

VEHICULAR ACCESS:

INFRASTRUCTURE:

SYNERGY WITH COMPLIMENTARY USES:

ACQUISITION COSTS:
is a selling point that will allow the sports facility and adjacent land use to
be the most attractive to potential visitors driving the success of the facility. Buildable Land Area is a
critical category when first evaluating the four potential sites. If the selected site is able to be
marketed as a true sports tourism destination, on a greater than regional level, it will have a major
impact on the success of the sports facility.
is important to understand the ability of each site to
satisfy the recommended program. The arrangement of the indoor/outdoor elements of the facility is
critical in order for the facility to be as successful as possible. It was determined that The Red Roof
Site is the best for meeting this need.
It is essential that the proposed site provide an opportunity for future
expansion. We analyzed each of the proposed sites for expansion potential. The proposed site should
afford the ability to construct additional indoor/outdoor facilities, as well as potential adjacent hotel,
retail and entertainment facilities, which make for a vibrant complex year round.
Access to a major development, such as multi-sport complex is critically
important. Red Roof Site ranked first in this consideration because of the site’s positioning along
Highway 76 which will allow for the most direct access to the site, which will be very helpful in
moving event attendees in and out of the area, and will allow for the least amount of negative traffic
impacts to local residents.
It is very important to understand and estimate the amount of additional
infrastructure needed at each of the proposed sites. The infrastructure needs on each of the site vary
slightly with the exception of the Commerce Park site as that site currently has several infrastructure
needs in the form of access roads and utilities.
The most critical factor in determining the location of the
planned sports facility is what the adjacent land uses will be and the synergy that is created when
certain types of land uses are packaged together. The combination of a sports facility, retail,
restaurants, hotel, and entertainment facilities create a destination atmosphere beneficial for
increasing and driving demand at all of the land uses in a mixed-use development.
One of the key considerations for this analysis was site acquisition cost. The
Red Roof Site rated first in this category since it is currently owned by the City of Branson and would
be available for development at no additional cost.
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
When analyzing each site’s ability to finance, Johnson Consulting took into
consideration many of the various elements analyzed above including, visibility to Highway 76,
leverage of adjacent land uses, access and infrastructure needs. In terms of financing, Red Roof Site
ranked highest due to the fact that it is the only site that resides within an “Enterprise Zone” as well as
its high visibility off Highway 76 and the amount of existing adjacent residential development, which
would immediately impact the taxes generated at proposed complex.
ABILITY TO FINANCE:
PREFERRED SITES
After an initial but comprehensive screening, a total of four potential sites have been rated, but not
necessarily ranked. While some of these sites are deemed better than the others, all four could make excellent
offerings for the City as possible locations for the proposed sports facility. Subsequent to selection, each was
categorized and evaluated on the basis of the required criteria for a successful facility, as well as additional
subjective factors drawn from Johnson Consulting’s experience with similar projects. Each site has been
scored and an analysis of the positive and negative characteristics of each site is presented in the pages that
follow.
Based upon our analysis, we are recommending two sites to be constructed in two projects, the timing of
which can be concurrent, or as capital is raised. Demand exists for both projects, but they may each have
their own path in terms of timing and funding.

Red Roof Mall – Project 1

Branson RecPlex expansion – Project 2
The graphics, which follow, have been prepared by Crawford Architects and all include the same
development program. Assets included in Project 1 (Red Roof Mall Site) are:

4-6 basketball courts, which convert to 10-12 volleyball courts

Concessions – offering two points of sale, with one positioned at an elevated viewing area of the
courts below

Locker rooms

1-2 indoor turf fields for indoor soccer and lacrosse

Batting cages

Golf simulator area

Recreational playground on-site with interactive features such as splash pads, rock wall, zip lines, etc.
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PAGE 54
Project 2 will consist of an expansion of existing facilities at the Branson RecPlex to include an additional
wheel of baseball diamonds.
BRANSON COMMERCE PARK
The overall site is large enough for the desired program. However, substantial infrastructure improvements
will be required, as well as a significant amount of earthwork to prepare the site for athletic fields. In addition,
the site is removed from the Corridor and other City facilities; thus, the site lacks synergistic qualities that the
other options offer.
Branson Commerce Park- Aerial Photo
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PAGE 55
BRANSON RECPLEX
With the existing resources provided by the RecPlex and the sufficient income that it currently generates,
expanding operations on this site is a practical option. The buildable area of the existing site will only allow
for an expansion of the indoor complex associated with baseball/softball.
However, acquiring the parcel directly to the west would facilitate the construction of at least four additional
baseball/softball fields, thereby making the RecPlex a viable contender for a number of distinguished
tournaments. The orientation and configuration of the new parcel does not perfectly accommodate a 4-field
wheel; some modifications to the layout are proposed to facilitate proper orientation for the batter’s eye.
Site acquisition and associated costs will be required for the parcel adjacent to the RecPlex.
Branson RecPlex – Aerial Photo
PAGE 56
Branson RecPlex – Potential Site Development Plan
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Section 6 Site Analysis | DRAFT June 2013
PAGE 57
GRAND PALACE
The Grand Palace site has a prominent location on the I-76 “Corridor” (or the “Strip” as previously termed).
A majority of the infrastructure is in place at the right of way. However, the site’s buildable land area of 13.3
acres is not sufficient for the desired program plus required parking. A significant amount of earthwork will
be required to prepare the site for athletic fields. The site also offers no opportunity for expansion in the
future. Acquisition is required.
Grand Palace – Aerial Photo
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RED ROOF MALL
The Red Roof Mall site will accommodate the full program in multiple phases, including opportunities for
expansion. The level of site preparation and infrastructure improvements appear to be the best of all sites
considered. Its proximity to the Corridor offers high visibility and access for visitors, with alternate means of
access for Branson residents.
Since the site is owned by the City of Branson, no acquisition cost will be necessary. In fact, there are
opportunities to re-parcel the site for sale and/or complimentary development, which may prove to be a
source of funding for later phases of the project.
The introduction of a recreational facility on the Red Roof site will potentially increase Branson’s tourism
industry and will be a welcome substitution to the defunct mall which currently occupies the site. Its
proximity to the Corridor is a clear advantage, as it has the potential to synergize with adjacent theaters,
hotels, and attractions. With thoughtful coordination, a new facility at the Red Roof site will also harmonize
with and complement the existing resources at the RecPlex.
Lastly, this site provides leverage for negotiations to expand the RecPlex Site. The Red Roof site can handle
all desired program if necessary.
PAGE 59
Red Roof Mall – Aerial Photo
PAGE 60
Red Roof Mall – Potential Site Development Plan
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PAGE 61
CONCLUSIONS
The opinion of the consulting team is that the Red Roof Site is clearly superior to the other sites. It rated first
in every category we analyzed and should provide the greatest opportunity for the City of Branson to
construct a successful and attractive multi-sport facility. One of the main reasons for selecting the Red Roof
Site is the fact that the City of Branson already owns the land and would not have to purchase the land.
Additionally, the land can be re-parceled and sold for additional revenue to the City. Finally, Red Roof Site is
in a prime location, situation along the Highway 76 Corridor.
We also would recommend a second project to expand the existing facilities at the Branson RecPlex. The
RecPlex site measures well compared to the Red Roof Site and by constructing new facilities at both sites, the
City can establish multiple locations to accommodate various sporting events and tournaments.
The Red Roof Site should be landscaped with walking paths and garden amenities to make it attractive for all
visitors and residents. Having lawns on the grounds will provide an opportunity to host festivals and other
outdoor trade shows. Ultimately, these two projects are setting the stage for broader sports efforts such as
fishing, archery, and trap shooting.
SECTION VII
RECOMMENDED FACILITIES AND PROGRAMMING
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Section 7 Program Recommendations | DRAFT July 2013
PAGE 62
PROGRAM RECOMMENDATIONS AND OPERATIONAL APPROACH
In order to properly estimate potential demand for a new sports complex, we first developed
recommendations regarding the facility’s physical program (e.g. number of playing fields, courts, and other
amenities). Based upon this program and the envisioned operational model described below, demand
projections were prepared for the first ten years of operations. The projections reflect assessment of the
market potential, industry considerations, and the characteristics of the Branson market area, including its
appeal as a destination for general tourism.
As the preceding market review and competitive analysis indicated, the Branson area enjoys several inherent
advantages that are expected to contribute to the ability of the market to expand its established identity as a
destination for regional and national sporting events. These advantages include:

Branson’s existing strengths in tourism: easy access via car and air; large number of natural and
cultural attractions; and well-established tourism marketing initiatives that make Branson an attractive
destination for regional or national-based sports tournaments.

Existing sports programs that are able and willing to pursue and host local, regional, and national
tournaments, if afforded a suitable venue.
PROGRAMMING
The Red Roof Mall Site, as well as the existing facilities at the Branson RecPlex, offers a considerable
opportunity to the City of Branson to enter the rapidly growing market of participatory sports tournaments
with a competitive marquis destination. State-of-the-art sports facilities in conjunction with support
amenities, such as the proposed retail center, hotel, and outdoor recreational areas, will allow Branson’s
amateur and youth sports organizations to pursue those key regional and national events that will bring
participants and their families to the City. In addition, Branson’s amateur and youth sports organizations will
be able to expand their clinic and camp programs, and will enjoy increased practice flexibility with the
addition of some much needed facility inventory.
Johnson Consulting has identified the need for following key elements at the Red Roof Mall Site:

4-6 basketball courts, which convert to 10-12 volleyball courts,

Concessions – offering two points of sale, with one positioned at an elevated viewing area above the
courts, Locker rooms,

1-2 indoor turf fields for soccer and lacrosse,

Batting cages,
PAGE 63

Golf simulator area,

Recreational playground on-site with interactive features such as splash pads rock wall, zip lines, etc.
A second project will consist of an expansion of existing facilities at the Branson RecPlex to include an
additional wheel of baseball diamonds.
DESCRIPTION OF FUNCTIONAL ELEMENTS
This subsection provides a brief description of each of the major spaces required for the indicated sports
complex, as listed above. These short narratives explain the basic functional requirements for each type of
space and the necessary relationships to adjacent spaces.
MULTIPURPOSE INDOOR FIELDS
The indoor fields will consist of 1 to 2 multipurpose turf fields (to ensure year-round play), with international
soccer dimensions (75 yards by 115 yards) and convertible infrastructure for lacrosse. The design concept
should allow the fields to be used for separate events that can be held simultaneously, or combined for the
same tournament. The multipurpose fields should be designed to share infrastructure, such as locker rooms,
training facilities, and team meeting space.
INDOOR MULTIPURPOSE FACILITY
This flexible competition space will offer 4 to 6 courts specifically designed for basketball, with the ability to
convert to 10 to 12 volleyball courts. In addition, as a multi-use facility, wrestling, martial arts and
cheerleading events can also take place inside the facility. Seating for 3,000 in a championship form should be
provided, preferably in the form of removable telescopic bleachers that can be stored when not in use. The
facility should include a front lobby comprising concessions, ticket windows, restrooms, and a small retail
space. A training room, locker facilities, team meeting rooms, and a referee room should also be provided.
FLAT FLOOR SPACE
In designing the indoor facility it is important to ensure that the indoor courts can be opened up to use as one
contiguous space. This will allow the facility to host various trade and consumer shows, concerts, team
building programs, and other community events. While the mission of the sports complex is to host regional
athletic competitions, these flat floor events can help backfill non=peak periods at the facility, especially
during shoulder seasons. As the demand projections show below, we anticipate several consumer shows such
as golf, boat, and arts and crafts shows.
OPERATIONAL MODEL
Prior to developing the project concept and financial projections, Johnson Consulting evaluated each of the
four traditional operational models for sports facilities as scene throughout the United States and determined
PAGE 64
the most appropriate model for the City of Branson and its vision at the Red Roof Mall Site and Branson
RecPlex. The four typical models include: Public, Private, Public/Private, and Public/Non-Profit. Each of the
four models varies greatly in terms on operational goals and financial performance.
Figure 7-1 below illustrates the difference between each of the four models.
PAGE 65
Figure 1
Branson Sports Complex Operating Models
Operational Goals
Public Access *
Financial Outcomes
PUBLIC
PRIVATE
PUBLIC/ PRIVATE
PUBLIC/ NON PROFIT
Public Utility
Revenue Generation
Varies
Community Interest &
Social Responsibility
10
1
5
6
Deficit
Profit
Varies
Break-Even
* Scale 1-10, 10 Being Highest
Source: Johnson Consulting
Public Usage
Revenue Generating Usage
PAGE 66
MODEL TYPES
PUBLIC MODEL
In this model the land and facility are owned and operated by a public entity, such as a City’s parks and
recreation department. The primary goal is to provide unlimited community access to the local residents, with
facilities that operate under this model generally attracting more local attendance than regional and national
attendance. Publicly operated facilities are typically funded through the City/County’s general obligation fund
and an array of taxes. Additionally, these facilities generally rely on government subsidy to offset any
operational shortfalls. Snowden Grove baseball facility in Southaven, Mississippi is a successful example of a
public facility operation.
PRIVATE MODEL
Both the land and the complex are privately developed, maintained and operated. This operational model is
designed for profit and hinders the ability to allow much community access for leagues and tournaments. The
funding for such facilities usually comes from private equity and revenue generated through successfully
programmed tournaments, camps and league play. This model has been successful at numerous facilities
throughout the US, such as the First Tennessee Healthcare Sportsplex.
PUBLIC/ PRIVATE MODEL
The land is generally owned by a public entity and leased to a third party private entity responsible for
operating and maintaining the complex. The model varies greatly in communities throughout the U.S. in
terms of operational goals and objectives, which are generally stimulated and negotiated in the lease
agreement between the public entity and private management company. This operational model is the least
common of the four, due to the difficulty of catering to both the public and private sectors goals and
objectives for the complex.
PUBLIC/NON-PROFIT
In this model the land is generally owned by a public entity and the complex is leased and operated by a
501(c)3 that utilizes relationships with local sports organizations to generate strategic partnerships. The nonprofit entity typically gives first priority to its partnerships, with public use given a secondary priority. This
model generally serves more of a public utility than that of a Public/Private model and relies on public
funding, as well as the access that non-profit organizations have to several large grant programs that can
either contribute to the construction of the complex or offset any operational deficits.
PAGE 67
RECOMMENDED MODEL
As it relates to the recommended operation of the Branson Sports Complex, Johnson Consulting
recommends the Public/Non-Profit model operated by a 501(c)3. Whereas a Private model could cannibalize
existing tourist destinations in Branson, this operational approach will allow the City of Branson to best meet
its needs and goals of providing a public utility focused on the community’s interest and social responsibly. It
is recommended that the non-profit organization be assembled with various local citizens, preferably
community business leaders and/or sports leaders, to direct operations and ensure community goals and
interests are met. We also believe that members of the Branson Parks and Recreation Department would be
strong candidates to operate the facility, given their current success as a department. The non-profit should
seek partnerships with community assets in the entertainment and hospitality industries as the City of
Branson hopes to create a sports tourism destination. This complex and it niche operational model will serve
as a supplemental hybrid offering of the existing successful sports facilities at West Tennessee Healthcare
Sportsplex and Elizabethtown Sports Park.
SECTION VIII
DEMAND AND FINANCIAL OPERATING PROJECTIONS
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Section 8 Demand and Financial Operating Projections | DRAFT July 2013
PAGE 68
DEMAND AND FINANCIAL PROJECTIONS
DEMAND ESTIMATES
It will take time for a facility in Branson to reach maximum utilization, but as it is integrated into the network
of facilities available regionally and nationally, the complex will become a prominent addition to the national
marketplace. The Branson complex will complement the tourism assets of Branson and attract additional
visitors to the area by hosting both indoor and outdoor sports events.
During the first few years of operation, there will be a need for an in-house promoter, local sports
organizations, and the Branson Convention and Visitors Bureau to aggressively target tournaments and create
and/ or promote leagues. Growing existing events that are held at other regional facilities will also be
important in nurturing what effectively amounts to a new indoor sports niche for the Branson area.
With this development, the demand profile at the complex will, over time, increase in volume and improve in
quality. The following demand sectors can be expected:

Tournaments –

League Play –

Camps/Clinics/Lessons

Skills Training –
Based upon interviews with local industry professionals, there are currently
insufficient facilities in the area to host local and regional tournaments particularly for basketball,
lacrosse, volleyball, and rugby. The addition of a new facility with greater capacity and amenities is
perceived to have the ability to attract national and regional youth sport associations. In addition, the
location of the hotel, retail and other support amenities will help create multi-day visits by attendees,
generating additional room nights and increasing the economic impact in the surrounding area.
The complex will be a natural fit for local league play, which will generate weekday
demand for the facilities that may not otherwise be filled through tournament play. Both youth and
adult leagues are suitable for the complex, and in order to ensure a seamless integration into the
market, the complex should not necessarily target leagues that already exist at other local facilities,
but rather, should work to expand existing leagues and create its own leagues.
– Similar to tournaments and leagues, camps/clinics can either be held by
outside promoters that rent the complex’s facilities to hold the event, or held in-house with
participants charged an entrance fee. Camps are currently offered by some local facilities, but the size
and quality of the new facility will enable it to handle larger camps and sports festivals that could
possibly draw from a larger market as well. This type of event is expected to last three-to-four days
and draw professional athletes and coaches as instructors.
Another type of event that could be used to maximize use of the facility is skills
training sessions. Skills training would draw demand from those already using the facility for other
events. This event type would likely last one-to-two days and draw local amateur and professional
athletes as instructors.
PAGE 69

Consumer Shows –

Festivals and Other Events –
Hosting occasional consumer shows and festivals will act as ‘filler’ for weekends
when demand for tournaments and other sports-related functions are low due to seasonality. Ideally,
the promotional arm of the CVB would take an active role in attracting and developing consumer
shows and festivals at the venue. Consumer shows would target more of a local attendance base,
offering home improvement and other related types of shows. This event type will generate most of
its room night demand from exhibitors and has proven successful in sports facilities similar to the
one proposed.
In addition to the above events, the facility could also serve as a venue
for indoor and outdoor concerts, parties, shows and community events. With the provision of proper
acoustics and floor space, the indoor facility would be able to further maximize the number of event
days by hosting other non-sports related events to fully utilize the facility during off-season periods
of the year.
Table 8-1 presents a projected event demand calendar for the sports complex’s first ten years of operation.
As is common with these types of facilities, demand is expected to ramp up and reach stabilization in Year
five. The primary driver of events will be new demand currently unable to be accommodated at existing
facilities.
Table 8-1
Branson Sports Complex
Number of Events - First 10 years of Operation
Tournaments-Regional/National
Basketball/Volleyball/Adapted
Soccer/Lacrosse/Rugby/Football
Cheerleading/Martial Arts
Tournaments-Local
Leagues
Special Events
Festivals/Consumer Shows
Total
Year 5 (Stabilization)
Participant Spectator
Year 10 Attendance Attendance
Year 1
Year 2
Year 3
Year 4
Year 5
Year 6
Year 7
Year 8
Year 9
3
2
1
5
4
1
8
5
2
9
6
2
10
7
2
10
7
2
10
7
2
10
7
2
10
7
2
10
7
2
3,960
2,100
600
9,900
5,250
1,500
5
5
1
10
10
2
15
15
2
18
18
3
20
20
3
20
20
3
20
20
3
20
20
3
20
20
3
20
20
3
2,880
1,800
540
7,200
4,500
1,350
8
6
16
12
24
18
29
22
32
24
32
24
32
24
32
24
32
24
32
24
3,072
2,880
3,072
2,880
5
3
2
10
7
3
14
10
5
17
12
5
19
13
6
19
13
6
19
13
6
19
13
6
19
13
6
19
13
6
1,900
1,100
780
950
550
390
1
3
4
5
5
5
5
5
5
5
42
83
122
146
161
161
161
161
161
161
20,000
21,612
57,542
PAGE 70
The 161 annual events, projected after the five-year demand stabilization period, were conservatively
developed based on the standard peaks and lulls in the youth and amateur sports market both regionally and
nationally. The following assumptions were made:

All tournaments (national, regional and local) are held Friday through Sunday.

Each month has four available tournament weekends.

The indoor facility will operate at or near capacity during the peak tournament months of February
through August.

No tournaments will be held during the historically slow months of September and October. These
free weekends will allow for routine maintenance and special events.

League play takes place on Monday through Thursday evenings with multiple leagues and age
divisions competing on any given evening.

Leagues are assumed to last two months (eight weeks) with peak capacity occurring during January
through August.

Camps and clinics take place after school, and during the summer months and school breaks.
PAGE 71
OPERATING PRO FORMA
In order to illustrate the potential of the complex to be financially viable, Johnson Consulting has prepared
financial projections, based upon programs and events hosted at the facility, with the assumption that the
public/non-profit operational model be applied to overall operations at the Branson Sport Complex.
We have assumed that the facility receives programming income from organization leases, outside rentals, and
facility programming. We have also assumed the facility will generate concession revenue on a per capita
basis.
As mentioned previously, Johnson Consulting has identified the need for the following key elements to both
complement existing sports facilities and fill current gaps in the market:
Project 1 – New Multipurpose Indoor Facility at Red Roof Mall

4-6 basketball courts, which convert to 10-12 volleyball courts.

Concessions – offering two points of sale, with one positioned into an elevated viewing area of the
courts.

Team meeting rooms with adjacent locker facilities and restrooms.

Removable, retractable bleachers to create championship court.

1-2 indoor turf fields for indoor soccer and lacrosse, with ability to convert to indoor baseball
training area during the winter months with drop down netting for batting cages.

Batting cages.

Golf simulator area.

Interactive recreational playground area, rock wall, zips lines and splash parks.
Project 2- Expansion of RecPlex

4 tournament quality ball fields, which 1 being a “Championship Field” with seating for
approximately 1,000 people

Centralized concession area.
Table 8-2 provides a breakdown of the projected utilization of the proposed facility as well as key revenue
assumptions.
PAGE 72
Table 8-2
Branson Sports Complex Usage & Revenue Assumptions
Courts/Fields Usage
Surface
# of
Courts/Fields
# of
Hrs/Week
Total Hrs/Wk
1
1
4
30
30
30
30
30
120
450
900
5,040
6,390
Baseball Training Area
Multipurpose Indoor
Indoor Courts
Total:
Wks/Year:
Baseball/Softball
Soccer/Lacrosse/Rugby/F
Wks/Year:
ootball
Basketball/Volleyball/
Wks/Year:
Fencing/ Cheerleading
Total
Hours/Yr
15
30
42
Courts/Fields Rental Revenues
Surface
Baseball/Softball Training
Soccer/Lacrosse/Rugby/
Football
Basketball/Volleyball/
Fencing/ Cheerleading
Avg Cost
Per/Hr
Avg Hrs Per
Day
Avg Per Day
Court Fees:
Total Rental
Fees:
$30
10
$300
$13,500
$35
10
$350
$31,500
10
$350
Total:
$176,400
$221,400
$35
Concession Revenues
Per Capita
Players
Spectators
Annual
$1
21,612
57,542
$53,033
Inventory
% sold
Annual
$100,000
50%
$50,000
Advertising
Tournament Fees
Facility
Rental Fee
Sports
Avg
Team/Tourn Avg Events/Yr.
Annual
$1,250
$1,250
$1,250
14
10
15
8
7
2
Total
$10,000
$8,750
$2,500
$21,250
$1,500
$1,500
$1,500
16
12
18
23
20
4
Total
$34,500
$30,000
$6,000
$70,500
$1,750
$1,750
$1,750
20
16
22
30
27
5
Total
$52,500
$47,250
$8,750
$108,500
Yr 1 25%
Stablization
Yr 3 75%
Stablization
Yr 5 100%
Stablization
PAGE 73
The usage of courts and fields at the proposed Branson Sports Complex have been projected based upon the
number of surfaces and their utilization per week at an average per hour rate of $30 for baseball training area,
$35 for the multipurpose indoor field and $35 for indoor hard courts. These figures are consistent with
historic averages at similar facilities throughout the region. There has been growing demand for multipurpose
fields, and rental rates for such space is at a premium in comparison to other indoor surfaces. We have
recommended at least 1 full size indoor multipurpose synthetic surface, with the ability to expand to two
surfaces in future phases as demand matures. The multipurpose synthetic surface should be designed to
accommodate several sports including soccer, lacrosse, football and baseball. Netting from the ceiling should
be able to drop down and convert the space into batting cages and baseball training area. Crawford Architects
established a preliminary budget estimate of approximately $28 million for the proposed program for the
indoor complex. A detailed breakdown of the estimated costs of the project can be viewed in the Appendix
of this report.
In an effort to remain conservative, Johnson Consulting has estimated the hours of utilization of the
proposed complex to be approximately 30 percent of maximum possible utilization. By way of example,
assuming the facility will be open 6 days a week and 10 hours a day that equates to a total of 60 hours per
week, which is conservative given the current RecPlex is open for over 70 hours per week. We have assumed
that each surface could attract enough demand to remain in use, on average, for approximately 25 hours of
that week. It is important to understand that the development and design of the proposed building will allow
for each sport and surface to be utilized concurrently.
For each sport and surface, we assumed a total number of weeks per year that the facility would be utilized.
We estimated that the indoor multipurpose synthetic surface would serve as an indoor baseball/softball
training area during the winter months or approximately 15 weeks then convert back to a soccer/lacrosse
field, which would be utilized for approximately 30 weeks for practice, games and tournaments. Basketball
and Volleyball are year round sports, therefore we assumed approximately 42 weeks of utilization per year.
We estimate that the baseball training area will be utilized for approximately 450 hours per year, the soccer
fields for approximately 900 hours per year and the hard courts will be in use for approximately 5,040 hours
per year, resulting in a total of approximately 8,340 hours of rental income.
Table 8-3 shows the projected proforma of the facility for its first ten years of operation.
PAGE 74
Table 8-3
Branson Sports Complex Operating Proforma
2015
REF
1
2
3
4
5
6
7
8
9
10
11
12
13
14
Operating Revenues
Rental Income
Tournament Rental Fees
Food & Beverage Rent
Advertising
Total Revenues
Operating Expenses
Staff Salaries & Benefits
Utilities
Maintenance & Repairs
General Adminstrative
Advertising
Insurances
Total Expenses
Reserve for Replacement
Net Operating Income( NOI)
2016
2017
$221,400
21,250
53,033
50,000
$345,683
$232,608
40,000
55,718
52,531
$380,858
$238,424
70,500
57,111
53,845
$419,879
$ 175,000
200,000
125,000
50,000
30,000
75,000
655,000
$ 183,859
210,125
131,328
52,531
31,519
78,797
688,159
$ 188,456
215,378
134,611
53,845
32,307
80,767
705,363
($309,317)
($307,302)
2018
$244,384
84,000
58,539
55,191
$442,114
2019
$250,494
108,500
60,002
56,570
$475,566
$ 193,167 $ 197,996 $
220,763
226,282
137,977
141,426
55,191
56,570
33,114
33,942
82,786
84,856
722,997
741,072
(66,317)
(71,335)
($285,484) ($347,201) ($336,841)
2020
$256,756
125,827
61,502
57,985
$502,070
2021
$263,175
128,972
63,040
59,434
$514,622
2022
$269,754
132,197
64,616
60,920
$527,487
2023
$276,498
135,502
66,231
62,443
$540,674
2024
$283,411
138,889
67,887
64,004
$554,191
202,946 $ 208,020 $ 213,221 $ 218,551 $ 224,015
231,939
237,737
243,681
249,773
256,017
144,962
148,586
152,300
156,108
160,011
57,985
59,434
60,920
62,443
64,004
34,791
35,661
36,552
37,466
38,403
86,977
89,151
91,380
93,665
96,006
759,599
778,589
798,054
818,005
838,455
(75,310)
(77,193)
(79,123)
(81,101)
(83,129)
($332,840) ($341,161) ($349,690) ($358,432) ($367,393)
PAGE 75
Each revenue and expense item in the above table is explained in further detail below. For the purpose of
this study, Johnson Consulting has assumed both revenues and expenses would grow at an inflation rate of
2.5 percent each year.

Rental Income
- is the main source of the income for the Facility:
-
Baseball/Softball Training – based on information from comparable facilities and regional
facilities such as Balls-N-Strikes, the rental price per hour will be $30. We estimate this space
will be in higher demand throughout the winter months. The total contribution in Year 1 of
operations from the converted training area will be $13,500.
-
Soccer/Lacrosse/Rugby/Football Fields – based on information provided by the organization and
the identified market potential, the use of the soccer fields will contribute approximately 11
percent to the overall rental income. The fields are assumed to be used for 30 weeks of the
year and the price per hour for use will be $35. The total contribution in Year 1 of
operations will be $31,500.
-
Indoor Courts – based upon the information from comparable venues and local organization
interviews, it is projected that use of the indoor courts will account for 63 percent of total
rental income revenue. The ability to have a large amount of flat floor space also creates
opportunities for other sports and non-sport related uses.. Rental rates for the indoor
surface are the same as the indoor turf fields, with eight courts accessible at one time at a
potential rate an $280 an hour or $35 per hour per court. Projected revenue for Year 1 of
the indoor courts is $176,400.

Tournament Fees

Concessions Revenues
- To project fees from tournament usage, Johnson Consulting assumed that all
tournaments held at the proposed facility would be outside promoted events and would pay a per day
rental rate to the facility. Between Years 1 and 4, we have assumed the following ramp up
percentages: Year 1 is 25%, Year 2 is 50%, Year 3 is 75%, Year 4 90% and Year 5 100% stabilization.
In terms of daily rental fees, an average rental fee was applied that is consistent with current market
averages for sports tournaments. Total revenues from tournaments in Year 1 are projected to be
approximately $21,250, growing to $70,500 in Year 3, and stabilizing at approximately $108,500 in
Year 5.
– The concession revenues at the complex were projected on a per capita
basis. As shown in Table 8-1, total figures are estimated at approximately 21,612 players and 57,542
spectators. Johnson Consulting assumed a conservative $1 per capita spend for each player and
spectator. Total revenues from concessions are projected at approximately $53,000 in Year 1, after
accounting for the standard 67 percent Cost of Goods.
PAGE 76

- Includes revenues from corporate partners and sponsorships, and sales of signage both
within and outside the building. Gross advertising revenue of $100,000 is assumed to be available for
sale, with 50 percent assumed sold, which will result in net revenues of $50,000 to the Facility in Year
1. It is important to note, that the proposed complex may seek naming rights sponsorships, which
could generate an additional $100,000 to $150,000 annually, as successfully achieved by the West
Tennessee Healthcare Sportsplex in Jackson, TN.
Advertising
Total annual revenue for the Facility is projected at $346,000 in Year 1, increasing to $554,000 in Year 10. An
additional revenue source that is not shown above are hotel rebates, due to the preliminary status of this
study and the unknowns of how it would be funded, hotel rebates have not been accounted for in the
projections above.
Johnson Consulting has also projected estimated expenditures for the proposed Branson Sports Complex,
based upon comparable facilities, as well as our expert knowledge of the industry.
Annual expenses are explained in detail below:

Payroll and Staff

Utilities

Field Maintenance/Building Reserves

General and Administrative
- Includes salaries and benefits that are estimated at $175,000 in Year 1. The Sports
complex will need to hire a Tournament Director, whose sole purpose will be to recruit regional and
national tournaments to the facility. The complex will be staffed by two full time employees,
including a general manager, and an assistant general manager. We have included the salaries and
benefits for three members of maintenance staff under the Maintenance and Repair line item.
– Utility expenditures include gas, electric, water, internet and cable, and are estimated at
$200,000 in Year 1, increasing to $256,000 in Year 10. The utility expenditure for comparable and
newer facilities is at a similar level to that projected for the facility. Johnson Consulting recommends
that the project development team purchase equipment that will limit their energy exposure, although
this will be a more expensive upfront investment. We have assumed energy costs will increase at a
rate faster than inflation (five percent), offsetting some gains made by the special equipment
purchase, therefore such reductions are not accounted for in our projections
– Estimated at $125,000 per year, which is in line with
comparable facilities. Johnson Consulting assumed maintenance for the indoor multipurpose
synthetic turf to be approximately $5,000 annually, with the cost of labor for three custodians
included in this line item as well.
- Other administrative expenses include any general office expenditures
related to day-to-day operations of the Sports Complex. A total of $50,000 in Year 1, increasing to
PAGE 77
$64,000 in Year 10 has been projected. With efficient management, it is possible that this figure could
decrease.

Advertising and Marketing

Insurance
– All advertising and marketing will be done in-house, through separate
fees. At facilities such as this one, it is highly important to constantly market and sell to the
community. The total expense associated with this item is just under $30,000 in Year 1.
– Based upon recent comparable projects, insurance is estimated at between seven and
eight percent of total revenues. Insurance in Year 1 will be $75,000.
The sub-total for all operating expenses in Year 1 is $655,000, increasing to $838,000 in Year 10. The
complex shows a net operating deficit of approximately ($309,000) in Year 1. In Year 3, a reserve
replacement fund is set at 15 percent of total revenue income to allow for long term capital replacement of
the Sports Complex. As the model of this facility is based on the complex being operated as a public/nonprofit facility, it should become a near break-even operation. In order to adhere to the restrictions of
operating as a non-profit, management should adequately program community-based leagues and
tournaments. This approach will satisfy the City’s goal of providing the highest possible degree of public
access and usage. It is also recommended that the deficit in Year 1 should be addressed through internally
produced fundraiser events and tournaments. Additionally, the strategic site location may provide an above
average value for naming rights partnerships, which could be applied as upfront construction costs or annual
operational subsidy, as was done recently in Sioux Falls, ND.
PAGE 78
PROJECT 2 – RECPLEX EXPANSION
An expansion of the ball fields at the RecPlex has been a proven need as demand and tournament sizes have
out grown the existing four diamonds, resulting in the Park District having to utilize off site fields such as
Stockstill Park and local High School diamonds for its larger tournaments. This dependency and inability to
host all tournament games in one site location has hinder the success of the Park District as it has been
unable to pursue the larger national events with the lack of facilities. Additionally, an expansion at the
RecPlex will be able to share in some economies of scale from the existing infrastructure already in place
currently at the RecPlex as well as the existing support staff and labor. Crawford Architects established a
preliminary budget estimate of approximately $6.6 million for construction costs, and approximately $2.4
million for land acquisition/development for a combined estimated cost of $9 million. A detailed breakdown
of the estimated costs of the expansion project can be viewed in the Appendix of this report.
Table 8-4 presents a projected event demand calendar for the proposed four additional ball fields at the
RecPlex in its first ten years of operation. It is important to note, that all projections of demand and revenue
are all incremental to the existing demand and financials at the RecPlex. The primary driver of events will be
new demand currently unable to be accommodated at existing facilities, such as the larger tournaments as well
as additional leagues as the additional fields will allow for more flexibility with scheduling.
Table 8-4
RecPlex Expansion - Project 2
Number of Events - First 10 years of Operation
Year 5 (Stabilization)
Participant Spectator
Year 1 Year 2 Year 3 Year 4 Year 5 Year 6 Year 7 Year 8 Year 9 Year 10 Attendance Attendance
Baseball/Softball
Tournaments-Regional/National
Tournaments-Local
Leagues
1
2
2
2
2
3
3
4
3
5
5
5
4
5
5
6
4
6
6
7
4
6
6
7
4
6
6
7
4
6
6
7
4
6
6
7
4
6
6
7
960
576
432
175
2,400
1,440
432
88
Total
7
12
18
20
23
23
23
23
23
23
2,143
4,360
The 23 incremental annual events, projected after the five-year demand stabilization period, were
conservatively developed based on a ramp up period for the additional fields as well as the flexibility in
scheduling additional fields would allow management. The primary assumption made in terms of scheduling
was as follows:

Outdoor tournaments run from April through October, with the outdoor field operating at or near
capacity during the peak months of May through August.
PAGE 79
Table 8-5 provides a breakdown of the projected utilization of the proposed ball fields as well as key revenue
assumptions.
Table 8-5
RecPlex Expansion Usage & Revenue Assumptions
League Fees
Avg
Team Fee Teams/League
Sports
Baseball/Softball
$250
Avg
Leagues/Yr.
6
2
3,000
$3,000
5
10,000
$10,000
6
Total:
18,000
$18,000
Avg Events/Yr.
Annual
Total:
Baseball/Softball
$250
8
Total:
Baseball/Softball
$300
Annual
10
Yr 1 25%
Stablization
Yr 3 75%
Stablization
Yr 5 100%
Stablization
Tournament Fees
Facility
Rental Fee
Avg
Team/Tourn
Baseball/Softball
$1,750
18
3
Total
$5,250
$5,250
Baseball/Softball
$2,000
22
8
Total
$16,000
$16,000
Baseball/Softball
$2,500
24
10
Total
$25,000
$25,000
Per Capita
Players
Spectators
Annual
$3
2,143
4,360
$11,705
Inventory
% sold
Annual
$40,000
50%
$20,000
Sports
Yr 1 25%
Stablization
Yr 3 75%
Stablization
Yr 5 100%
Stablization
Concession Revenues
Advertising
The assumptions found in the table above are in line with the operational model the RecPlex currently utilizes
for it ball fields. Should the operational model shift to more of in-house promoted events, these assumptions
and figures may vary greatly.
Table 8-6 shows the projected proforma of the additional fields for its first ten years of operation. Again, it is
important to note all revenues and expenses would be incremental to the current operations at the RecPlex.
PAGE 80
Table 8-6
RecPlex Expansion Operating Proforma
REF
2015
2016
2017
2018
2019
$3,000
5,250
11,705
20,000
$39,955
$4,500
9,750
12,297
21,013
$47,560
$10,000
16,000
12,604
21,538
$60,142
$12,000
20,250
12,920
22,076
$67,246
$18,000
25,000
13,243
22,628
$78,871
$33,500
17,500
31,500
10,000
$92,500
$35,196
17,500
33,095
10,506
$96,297
$36,076
17,500
33,922
10,769
$98,267
($52,546)
($48,737)
($38,125)
$36,978
17,500
34,770
11,038
$100,286
(10,087)
($43,127)
$37,902
17,500
35,639
11,314
$102,356
(11,831)
($35,315)
2020
2021
2022
2023
2024
$21,396
29,717
13,574
23,194
$87,881
$21,931
30,460
13,913
23,774
$90,078
$22,480
31,222
14,261
24,368
$92,330
$23,042
32,002
14,617
24,977
$94,638
$23,618
32,802
14,983
25,602
$97,004
$38,850
17,500
36,530
11,597
$104,477
(13,182)
($29,778)
$39,821
17,500
37,444
11,887
$106,651
(13,512)
($30,085)
$40,816
17,500
38,380
12,184
$108,880
(13,849)
($30,400)
$41,837
17,500
39,339
12,489
$111,165
(14,196)
($30,722)
$42,883
17,500
40,323
12,801
$113,506
(14,551)
($31,053)
Operating Revenues
1
League Fees
2
3
Food & Beverage Rent
4
Advertising
5
Total Revenues
6 Operating Expenses
7
Staff
8
Supplies
9
Utilities
10
Advertising
11
Total Expenses
12
Reserve for Replacement
Net Operating Income( NOI)
PAGE 81
Each revenue and expense item in the above table is explained in further detail below. For the purpose of
this study, Johnson Consulting has assumed both revenues and expenses would grow at an inflation rate of
2.5 percent each year.

League Fees


Concessions Revenues

Advertising
– This line item is to show the potential for additional league play with the added
inventory of fields and the increased flexibility of scheduling. For example, the creation of fall leagues
for both boys and girls or adult night softball leagues. Given the constraints with practice time,
league play and tournament play, the current inventory fields have made it difficult accommodate the
community first as well as remain fiscally responsible for the facility. We have assumed an average
team fee of approximately $250 per team in the first three years and growing to $300 a team by year
five. Additionally, it is estimated that approximately two additional leagues will come to fruition in
the first year of operations and growing to six leagues by Year 5. Revenues in Year 1 are projected at
$3,000 and stabilize in Year 5 at approximately $18,000
- To project fees from tournament usage, Johnson Consulting assumed that
all tournaments held at the proposed facility would be outside promoted events and would pay a per
day rental rate to the facility. Between Years 1 and 4, we have assumed the following ramp up
percentages: Year 1 is 25%, Year 2 is 50%, Year 3 is 75%, Year 4 90% and Year 5 100% stabilization.
In terms of daily rental fees, an average rental fee was applied that is consistent with current market
averages for sports tournaments. Total revenues from tournaments in Year 1 are projected to be
approximately $5,250, growing to $16,000 in Year 3, and stabilizing at approximately $25,000 in Year
5.
– The concession revenues at the complex were projected on a per capita
basis. As shown in Table 8-5, total figures are estimated at approximately 2,143 players and 4,360
spectators. Johnson Consulting assumed a conservative $3 per capita spending for each player and
spectator, as is consistent with current concession sales at the RecPlex. Total revenues from
concessions are projected at approximately $11,700 in Year 1, after accounting for the standard 67
percent Cost of Goods.
- Includes revenues from corporate partners and sponsorships, and sales of signage on
outfield fences. Gross advertising revenue of $40,000 is assumed to be available for sale, with 50
percent assumed sold, which will result in net revenues of $20,000 to the Facility in Year 1. It is
important to note, with the additional fields, the RecPlex campus as whole, could potentially seek a
naming rights partnership from regional companies.
Total annual revenue for the Facility is projected at $40,000 in Year 1, increasing to $97,000 in Year 10. An
additional revenue source that is not shown above is hotel rebates. Due to the preliminary status of this study
PAGE 82
and the unknowns of how it would be funded, hotel rebates have not been accounted for in the projections
above.
Johnson Consulting worked with the Branson Park District to project estimated expenditures for the
additional fields, based upon the current operations of its existing four fields.
Annual expenses are explained in detail below:

Payroll and Staff

Supplies

Utilities

Advertising
– This projection consist of 3 additional seasonal workers over a 28 week period at
$10 per hour. Thus, the additional cost for staff is estimated to be approximately $33,500 in Year 1
and grows by 2.5 percent annual inflation throughout the pro forma.
– This line item accounts for additional paper products, cleaners, and disinfectants as well
as Turface, Quick Dry and Mound Clay. Also included in this expense are seed, fertilizer and field
treatment supplies. This expense is estimated at approximately $17,500 in Year 1 and grows by 2.5
percent annually throughout the proforma.
– This line item based off of current contractual agreements at the existing facility for
electricity. This expense is estimated at approximately $31,500 in Year 1 and grows by 2.5 percent
annually throughout the proforma.
– Currently the RecPlex does not have a budgeted amount for advertising but with
additional fields, there may be a need to budget some marketing dollars to maximize utilization of all
fields. This expense is estimated at approximately $10,000 in Year 1 and grows by 2.5 percent
annually throughout the proforma.
The sub-total for all operating expenses in Year 1 is $92,500, increasing to $113,500 in Year 10. The RecPlex
shows a net operating deficit of approximately ($52,500) in Year 1. In Year 3, a reserve replacement fund is
set at 15 percent of total revenue income to allow for expansion of the RecPlex. Given the flexibility of rental
fees, there is break-even potential at an expanded RecPlex. The RecPlex should adequately program
community-based leagues and tournaments to satisfy the City’s goal of providing the highest possible degree
of public access and usage. It is also recommended that the deficit in Year 1 should be addressed through
internally produced fundraiser events and tournaments. Additionally, the strategic site location may provide
an above average value for naming rights partnerships, which could be applied as upfront construction costs
or annual operational subsidy, as was done recently in Sioux Falls, ND.
PAGE 83
CONCLUSION
Johnson Consulting firmly believes that there is a strong demand in Branson for an add in for baseball, also a
multipurpose indoor sports complex, which can leverage, as well as supplement, the strong existing tourism
base in Branson. The City and the various stakeholders in this project have to make some policy decisions in
regards to the operations of the proposed facility before more refined projections can be presented. The
operational projection provided above show the expected case should the facility be owned and operated by
the City through a non for profit entity. As stated in Section 7 of this report, the operational model for such
facilities varies by greatly nationally. According to the preliminary budget estimates developed by Crawford
Architects, the proposed program for the indoor complex is estimated to cost approximately $28 million,
while the RecPlex expansion will cost approximately $9 million. A detailed breakdown of that estimate can be
found in the Appendix of this report. Contingent upon the City’s current bonding capacity, it may wish to
seek a public/private partnership with a private developer/management firm such as the one the City of
Frisco recently established with Fieldhouse USA, LLC for the development of their state of the art indoor
sports complex.
Additionally, we foresee a unique opportunity for future expansion and additional ball fields should the
adjacent land at the RecPlex become available. The need for expansion currently exists, given the limited
number of diamonds at the RecPlex now. With the shift in marketing of Branson into a premier sports
destination, the expansion would be a wise investment. Giving the complex the ability to lure and attract
more of the regional and national events such as the current USSSA 11U Global Boys World Series, among
many other events.
SECTION IX
ECONOMIC AND FISCAL IMPACT ANALYSIS
| Phone: 312.447.2010 | Fax: 312.444.1125
Section 9 Economic and Fiscal Impact Analysis | DRAFT July 2013
PAGE 84
This section analyzes projected total economic and fiscal benefits of activities at the Branson Sports Complex,
as well as the RecPlex expansion for the first ten years of operation. The analysis is based on Johnson
Consulting’s prior development of economic analyses for other exposition and convention centers, sporting
facilities, and events, and specific knowledge based on primary research, extensive user and vendor interviews
and analysis of the Branson marketplace.
The analysis is based on demand and attendance projections of the Sports Complex from events that include
regional, national, and local tournaments, leagues, and camps/ clinics/ lessons of basketball, volleyball,
soccer, lacrosse, rugby, football, cheerleading, martial arts; as well as special events – described in Section 8 of
this report.
DEFINITION AND RATES
Below is a glossary of terms that are used throughout the analysis for both types of events.
ECONOMIC IMPACT
Economic impact is defined as added spending in an economy that is the direct result of certain activities,
facilities, or events. The easiest way to visualize impacts is to imagine if the Facility was not there. That whole
business would be gone, all the events would be gone from the landscape and people would have to leave
Branson for entertainment events. This analysis shows how the Facility helps the economy and society in
general.
For the purpose of this analysis, impact totals are discussed in terms of Branson economy. The levels of
impacts are described as follows:

Direct Spending – is an expression of the spending that occurs as a direct result of the events and
activities that occur in the facility. For example, a convention attendee’s expenditures on hotel
rooms, shopping, and meals are a direct economic impact.

Indirect Spending – consists of re-spending of the initial or direct expenditures, or, the supply of
goods and services resulting from the initial direct spending in the facility. For example, a facility
patron’s direct expenditure on a restaurant meal causes the restaurant to purchase food and other
items from suppliers. The portion of these restaurant purchases that are within the local, regional, or
state economies is counted as an indirect economic impact.

Induced Spending – represents changes in local consumption due to the personal spending by
employees whose incomes are affected by direct and indirect spending. For example, a waiter at the
restaurant may have more personal income as a result of the event attendee’s visit. The amount of
PAGE 85
the increased income the waiter spends in the local economy is considered an induced impact.

Increased Earnings – measure increased employee and worker compensation related to the project
being analyzed. This figure represents increased payroll expenditures, including benefits paid to
workers locally. It also expressed how the employees of local businesses share in the increased
outputs.

Employment – measures the number of jobs supported in the study area related to the spending
generated as a result of the events occurring at the sports complex and its surrounding area.
Employment impact is stated in a number of full-time equivalent jobs.
Indirect spending, induced spending, increased earnings, and employment are estimated using a set of
multiplier rates that are applied to the amount of direct spending. Table 9-1 shows the multiplier rates utilized
for this impact analysis.
Table 9-1
Economic Impact Multilpiers
Impact
Multiplier
Base
Indirect Spending
Induced Spending
0.21
0.33
of direct spending
of direct spending
Increased Earnings
0.36
of direct spending
16.95
per $1 million of direct spending
Increased Employment
So, for every dollar spent by people in Branson, it results in an additional 90 cents of value to the economy.
Also, for every million dollars spent result in 16.95 jobs in the market.
This analysis does not differentiate impacts from spending by people coming from out-of-town and by local
residents. If the facility is not present, local residents may go and spend money elsewhere for activities.
Therefore, spending by local residents on facility is considered part of its economic impact as well.
FISCAL IMPACT
Fiscal impacts are tax revenues that result from the spending and income related to the activities at the new
facility. This analysis estimates fiscal impacts for the governmental units that levy taxes in the jurisdiction.
The fiscal impacts are the public sector’s return on investment. Fiscal impacts provide a partial offset to the
capital and operating expenditures required to support the development of the facility. The overall economic
PAGE 86
impacts, including the fiscal impacts, provide a rationale for public participation in a project.
Based on the spending estimates, Johnson Consulting projected the fiscal impacts from major categories of
tax revenues that are directly affected by a visitor’s activities: general sales tax at 8.6 percent and hotel/ motel
tax at 11.6 percent.
The fiscal impacts represent only a fraction of the overall spending impact to the economy, as they are only
the public sector’s increase in tax revenue resulting from the overall increased spending in the economy.
Additionally, not included in the analysis are property tax and income tax estimates. Spending outside the
facility would increase some of the values of commercial establishments in the City, which result in increased
property tax supported by the project.
The following analysis is simplified from a typically lengthier approach that factors in various attributes such
as distribution of in-town vs. out-of-town visitors, different event lengths, different types of participants
(athletes, coaches, sport team staff, event organizers, reporters, et cetera), different location of spending, and
many others. Rather, as the first run, this impact analysis of the Branson Sports Complex and Expansion at
the RecPlex utilize the following simple assumptions:

Basis of Analysis – The analysis is based on the summarized attendance projections as presented in
Section 8.

Room Night Ratio – The estimated number of room nights is 29 percent of participant counts and
29 percent of spectator counts.

Average Daily Spending – The assumptions are derived from Per Diem rates for Branson area, as
developed by U.S. General Services Administration for 2013. Such spending is expected to include
$77 per room night on lodging; $46 per person on meals and basic incidentals, e.g., food, drinks,
transportation; and $23 per person on recreation, e.g., admission tickets, souvenirs, and others.

Multiplier Effects – are as shown previously in Table 9-1.

Fiscal impact – includes 8.6 percent general sales tax and 11.6 percent hotel/ motel tax.
Table 9-2 and Table 9-3 summarize the estimated economic and fiscal impact of the Branson Sports Complex
for both Scenarios 1 and 2.
PAGE 87
Table 9-2
Projected Economic and Fiscal Impact- Scenario 1
Assumptions
Year 1
Year 2
Year 3
Year 4
Year 5
Year 6
Year 7
Year 8
Year 9
Year 10
42
83
122
146
161
161
161
161
161
161
5,403
14,388
19,791
10,806
28,771
39,577
16,209
43,159
59,368
19,451
51,788
71,239
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
3,134
8,345
11,479
6,267
16,687
22,955
9,401
25,032
34,433
11,282
30,037
41,319
12,535
33,374
45,909
12,535
33,374
45,909
12,535
33,374
45,909
12,535
33,374
45,909
12,535
33,374
45,909
12,535
33,374
45,909
Average
Est. Direct Spending ($000) Daily ($)
On Lodging
$77.00
On Meals and Incidentals
$46.00
On Recreation
$23.00
Total Direct Spending
$884
910
455
$2,249
$1,821
1,875
938
$4,633
$2,813
2,897
1,449
$7,159
$3,477
$3,979
$4,098
$4,221
$4,348
$4,478
$4,612
3,581
4,098
4,221
4,348
4,478
4,612
4,751
1,790
2,049
2,111
2,174
2,239
2,306
2,375
$8,848 $10,126 $10,430 $10,742 $11,065 $11,397 $11,739
Economic Impact ($000)
Direct Spending
Indirect Spending
Induced Spending
Total Spending
0.207
0.332
$2,249
465
747
$3,461
$4,633
$7,159
$8,848 $10,126 $10,430 $10,742 $11,065 $11,397 $11,739
957
1,479
1,828
2,092
2,155
2,220
2,286
2,355
2,425
1,538
2,377
2,938
3,362
3,463
3,567
3,674
3,784
3,897
$7,129 $11,014 $13,613 $15,580 $16,047 $16,529 $17,024 $17,535 $18,061
0.363
16.95
$818
38.1
$1,684
78.5
$2,602
121.3
$3,216
150.0
$3,680
171.6
$3,791
176.8
$3,904
182.1
$4,021
187.5
$4,142
193.2
$4,266
198.9
$164
103
$267
$339
211
$550
$523
326
$850
$647
403
$1,050
$740
462
$1,202
$762
475
$1,238
$785
490
$1,275
$809
504
$1,313
$833
519
$1,353
$858
535
$1,393
# of Events
Attendance
Participants
Spectators
Total
Length of Stay
Est. Room Nights
Of Participants
Of Spectators
Total
Increased Earnings
Employment (FTE jobs)
Fiscal Impact ($000)
Sales Tax
Hotel/ Motel Tax
Total
2 Night(s)
Ratio
29.0%
29.0%
Multipliers
Rate
8.6%
11.6%
PAGE 88
Table 9-3
Projected Economic and Fiscal Impact-Scenario 2
Assumptions
Year 1
Year 2
Year 3
Year 4
Year 5
Year 6
Year 7
Year 8
Year 9
Year 10
42
83
122
146
161
161
161
161
161
161
5,403
14,388
19,791
10,806
28,771
39,577
16,209
43,159
59,368
19,451
51,788
71,239
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
21,612
57,542
79,154
5,327
14,187
19,514
10,655
28,368
39,023
15,982
42,555
58,537
19,179
51,063
70,242
21,309
56,736
78,046
21,309
56,736
78,046
21,309
56,736
78,046
21,309
56,736
78,046
21,309
56,736
78,046
21,309
56,736
78,046
Average
On Lodging
$77.00
$46.00
On Recreation
$23.00
$1,503
910
455
$2,868
$3,095
1,875
938
$5,908
$4,782
$5,910
$6,764
$6,967
$7,176
$7,391
$7,613
$7,841
2,897
3,581
4,098
4,221
4,348
4,478
4,612
4,751
1,449
1,790
2,049
2,111
2,174
2,239
2,306
2,375
$9,128 $11,281 $12,911 $13,298 $13,697 $14,108 $14,531 $14,967
Direct Spending
Indirect Spending
Induced Spending
Total Spending
0.207
0.332
$2,868
593
952
$4,413
$5,908
$9,128 $11,281 $12,911 $13,298 $13,697 $14,108 $14,531 $14,967
1,221
1,886
2,331
2,668
2,748
2,830
2,915
3,002
3,092
1,961
3,030
3,745
4,286
4,415
4,548
4,684
4,824
4,969
$9,090 $14,044 $17,358 $19,865 $20,461 $21,075 $21,707 $22,358 $23,029
0.363
16.95
$1,042
48.6
$2,147
100.1
$3,317
154.7
$4,100
191.2
$4,692
218.8
$4,833
225.4
$4,978
232.1
$5,128
239.1
$5,281
246.3
$5,440
253.7
$210
174
$384
$432
359
$791
$667
555
$1,222
$825
686
$1,510
$944
785
$1,728
$972
808
$1,780
$1,001
832
$1,834
$1,031
857
$1,889
$1,062
883
$1,945
$1,094
910
$2,004
# of Events
Attendance
Participants
Spectators
Total
Length of Stay *
Est. Room Nights
Of Participants
Of Spectators
Total
Increased Earnings
Sales Tax
Hotel/ Motel Tax
Total
3.4 Night(s)
Ratio
29.0%
29.0%
Multipliers
Rate
8.6%
11.6%
* Number of average youth sports stay provided in the Branson CVB 2012 Youth Sports Study by H2R Market Research
Source: Johnson Consulting, Branson Chamber of Commerce
PAGE 89
It is important to note, in Scenario1 the length of stay is estimated at 2 nights and in Scenario 2 the
length of stay is estimated at 3.4 nights in accordance to the study title BCVB 2012 Youth Sports
Study by H2R Market Research.
As shown on the table 9-2 Scenario 1, by its stabilized year of operation (Year 5), activities and events at the
Branson Sports Complex are estimated to generate $15.5 million of total spending, $3.6 million of increased
earnings, 171 jobs, and $1.2 million of tax revenues. In Year 10, such economic and fiscal impact is expected
to increase to $18 million of total spending, $4.2 million of increased earnings, 198 jobs, and $1.3 million of
tax revenues.
Branson Sports Complex are estimated to generate $19.8 million of total spending, $4.6 million of increased
earnings, 218 jobs, and $1.7 million of tax revenues. In Year 10, such economic and fiscal impact is expected
to increase to $23 million of total spending, $5.4 million of increased earnings, 253 jobs, and $2 million of tax
revenues.
PROJECT 2 – RECPLEX EXPANSION
Table 9-4 and Table 9-5 summarize the estimated economic and fiscal impact of the additional ball fields at
the RecPlex for both Scenarios 1 and 2
PAGE 90
Table 9-4
Assumptions
Year 1 Year 2 Year 3 Year 4
# of Events
Year 5
Year 6
Year 7
Year 8
Year 9 Year 10
7
12
18
20
23
23
23
23
23
23
536
1,090
1,626
1,072
2,180
3,252
1,607
3,270
4,877
1,929
3,924
5,853
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
311
632
943
622
1,264
1,886
932
1,897
2,829
1,119
2,276
3,395
1,243
2,529
3,771
1,243
2,529
3,771
1,243
2,529
3,771
1,243
2,529
3,771
1,243
2,529
3,771
1,243
2,529
3,771
Average
On Lodging
$77.00
$46.00
On Recreation
$23.00
$73
75
37
$185
$150
154
77
$381
$231
238
119
$588
$286
294
147
$727
$327
337
168
$832
$337
347
173
$857
$347
357
179
$882
$357
368
184
$909
$368
379
189
$936
$379
390
195
$964
Direct Spending
Indirect Spending
Induced Spending
Total Spending
0.207
0.332
$185
38
61
$284
$381
79
126
$586
$588
$727
$832
$857
$882
$909
$936
122
150
172
177
182
188
193
195
241
276
284
293
302
311
$905 $1,118 $1,280 $1,318 $1,358 $1,399 $1,441
$964
199
320
$1,484
0.363
16.95
$67
3.1
$138
6.5
$214
10.0
$264
12.3
$302
14.1
$311
14.5
$321
15.0
$330
15.4
$340
15.9
$350
16.3
$14
8
$22
$28
17
$45
$43
27
$70
$53
33
$86
$61
38
$99
$63
39
$102
$65
40
$105
$66
41
$108
$68
43
$111
$70
44
$114
Attendance
Participants
Spectators
Total
Length of Stay
2 Night(s)
Est. Room Nights
Of Participants
Of Spectators
Total
Ratio
29.0%
29.0%
Increased Earnings
Sales Tax
Hotel/ Motel Tax
Total
Multipliers
Rate
8.6%
11.6%
PAGE 91
Table 9-5
Assumptions
Year 1 Year 2 Year 3
# of Events
Year 4
Year 5
Year 6
Year 7
Year 8
Year 9 Year 10
7
12
18
20
23
23
23
23
23
23
536
1,090
1,626
1,072
2,180
3,252
1,607
3,270
4,877
1,929
3,924
5,853
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
2,143
4,360
6,503
528
1,075
1,603
1,057
2,149
3,206
1,585
3,224
4,809
1,902
3,869
5,771
2,113
4,298
6,411
2,113
4,298
6,411
2,113
4,298
6,411
2,113
4,298
6,411
2,113
4,298
6,411
2,113
4,298
6,411
Average
On Lodging
$77.00
$46.00
On Recreation
$23.00
$123
75
37
$236
$254
154
77
$485
$393
238
119
$750
$486
$556
$572
$589
$607
$625
294
337
347
357
368
379
147
168
173
179
184
189
$927 $1,061 $1,092 $1,125 $1,159 $1,194
$644
390
195
$1,230
Direct Spending
Indirect Spending
Induced Spending
Total Spending
0.207
0.332
$236
49
78
$363
$485
$750
$927 $1,061 $1,092 $1,125 $1,159 $1,194
100
155
192
219
226
232
239
247
161
249
308
352
363
374
385
396
$747 $1,154 $1,426 $1,632 $1,681 $1,731 $1,783 $1,837
$1,230
254
408
$1,892
0.363
16.95
$86
4.0
$176
8.2
$273
12.7
$337
15.7
$385
18.0
$397
18.5
$409
19.1
$421
19.6
$434
20.2
$447
20.8
$17
14
$32
$35
29
$65
$55
46
$100
$68
56
$124
$78
64
$142
$80
66
$146
$82
68
$151
$85
70
$155
$87
73
$160
$90
75
$165
Attendance
Participants
Spectators
Total
Length of Stay
3.4 Night(s)
Est. Room Nights
Of Participants
Of Spectators
Total
Ratio
29.0%
29.0%
Increased Earnings
Sales Tax
Hotel/ Motel Tax
Total
Multipliers
Rate
8.6%
11.6%
PAGE 92
additional fields are estimated to generate $1.2 million of total spending, $300,000 of increased earnings, 14
jobs, and $99,000 of tax revenues. In Year 10, such economic and fiscal impact is expected to increase to $1.4
million of total spending, $350,000 of increased earnings, 16 jobs, and $114,000 of tax revenues.
additional fields are estimated to generate $1.6 million of total spending, $385,000 of increased earnings, 18
jobs, and $142,000 of tax revenues. In Year 10, such economic and fiscal impact is expected to increase to
$1.9 million of total spending, $447,000 of increased earnings, 20 jobs, and $165,000 of tax revenues.
CONCLUSION
The economic and fiscal impacts of such facilities have remained consistent throughout much of the recent
economic downturn as many families are opting to attend their children’s youth sports tournament in lieu of
family vacations, thus making the most successful of such facilities being in already existing tourism
marketplaces such as Orlando, Myrtle Beach and potentially Branson. This is also consistent with the recent
survey done by the CVB that illustrates the average length of stay for youth sports tournaments to be
approximately 3.4 nights. Such communities are able to leverage all their entertainment offerings with the
influx and demand from regional and national youth sports tournaments.
APPENDIX I
| Phone: 312.447.2010 | Fax: 312.444.1125
Branson Rec‐Plex Expansion
RED ROOF SITE ‐ PHASE 1 (Baseball at REC Plex Site)
Preliminary Budget Estimate
Land Area Categrory
Unit
Unit Cost
Budget
1598652 $ 1.53 $ 2,445,938 36.70 Sitework ‐ General
Gymnasium Building
61270 $ 125.74 $ 7,704,090 Indoor Turf Field 1
110000 $ 119.86 $ 13,184,600 Sitework ‐ Pathways & Landscaping
618600 $ 0.52 $ 321,672 Sitework ‐ New Road
108729 $ 4.11 $ 446,876 Sitework ‐ New Parking
0 $ 2,000.00 $ ‐ Sitework ‐ Existing Road Conversion
100793 $ 1.95 $ 196,546 Sitework ‐ Existing Parking Conversion
200 $ 650.00 $ 130,000 Sub Total ‐ Construction Costs
$ 24,429,722 Estimated Soft Costs $ 24,429,722 15.00% $ 3,664,458 Land Acquistion/ Sale/ Transfer
43.45 $ ‐ $ ‐ Total Project Costs
$ 28,094,180 85.60 Total Land Area
59.73 Developable Land Area Preliminary
10 June 2013
DRAFT ‐ For Discussion
Remarks
Includes Demolition, Excavation, Utilities
4‐6 basketball courts, which convert to 10‐12 volleyball courts
Includes sitework, landscaping & lighting
Allowance
Allowance
Allowance
Allowance
Allowance ‐ Includes FFE
Acres
Branson Rec‐Plex Expansion
REC PLEX SITE ‐ PHASE 1
Preliminary Budget Estimate
Preliminary
10 June 2013
DRAFT ‐ For Discussion
Land Area Categrory
Unit/ Area
Unit Cost
Budget
724403 $ 3.12 $ 2,260,137 16.63 Sitework ‐ General
Baseball Fields (Grass)
280000 $ 1.88 $ 526,400 Seating with Press Box ‐ 1 Baseball Field
5500 $ 45.60 $ 250,800 Irrigation & Drainage System ‐ Baseball
85500 $ 3.53 $ 301,815 Softball Fields (Grass)
120000 $ 1.18 $ 141,600 Lighting ‐ Baseball
2 $ 71,050.00 $ 142,100 Lighting ‐ Softball
2 $ 30,450.00 $ 60,900 Concessions & Toilets
1500 $ 122.50 $ 183,750 Sitework ‐ Pathways & Landscaping
74500 $ 0.78 $ 58,110 Sitework ‐ New Road
24000 $ 14.00 $ 336,000 Sitework ‐ New Parking
365 $ 2,000.00 $ 730,000 Sub Total ‐ Construction Costs
$ 4,991,612 Estimated Soft Costs $ 4,991,612 22.00% $ 1,098,155 Land Acquistion/ Sale/ Transfer
16.63 $ 30,000.00 $ 498,900 Total Project Costs
$ 6,588,666 Land Area Other Development
19.6
36.23
Campground
Toilet/ Shower
Soft Costs
Land Acquistion/ Sale/ Transfer
Total Project Costs
36.23 Total Land Area
21.95 Developable Land Area Remarks
Includes Demolition, Excavation, Utilities
No irrigation, No Drainage
1000 seats ‐ Aluminum Bleacher ‐ Closed Riser
1 field (Stadium)
No irrigation, No Drainage
Allowance
Allowance
@ Baseball Field with Rooftop Viewing Area
Allowance ‐ Includes sitework, landscaping & lighting
Allowance with some retaining wall
Allowance
Allowance ‐ Includes FFE
Acres ‐ Premium for more developable area
Unit/ Area
Unit Cost
Budget
Remarks
19.96 $ 75,000 $ 1,497,000 Allowance
1100 $ 124.00 $ 136,400 $ 1,497,000 19.50% $ 291,915 Allowance ‐ Includes FFE
19.60 $ 22,500.00 $ 441,000 Acres
$ 2,366,315

Branson Sports Complex Study

Transcription

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